In 1990, the “Image is Everything” campaign launched to introduce the Canon EOS Rebel, an SLR camera aimed at the public. 25 years later it was time to celebrate the revolution that had started.
Ideate, strategize and execute campaign celebrating the 25th anniversary of Canon’s first EOS Rebel SLR camera.
Celebrating the 25th anniversary of Canon's first EOS Rebel SLR camera, we teamed up with our long-time agency partner, GREY to bring to life the "Rebel With A Cause" campaign. Our teams sought to bring a spirit of excitement and daring to the brand. We enlisted our first "Rebel" Nik Wallenda to help bring long lost dreams to life. Our next Rebel, Swizz Beats helped unknown artists make it onto the walls of prestigious New York City museums.
We took to social media & email newsletters to find the next "Rebel" with this integrated digital media campaign. Participants submitted either a photo with a 250-word essay or a 2-minute video clip - describing what they do in their community to become the next Rebel With A Cause.
The campaign garnered over 6,500 entrants and over 500,000 views on YouTube. The voting process involved the public and internal stakeholders to give an additional buy-in from those friends and family members who enjoyed a particular entrants cause.