Brand owner: Canon
Product category: Printing/Photography
Date: May-June 2005
Country: U.K., France, Italy, Sweden, Netherlands, Denmark, Norway, Russia
Media Agency: Mediaedge:cia
Other Agency: Nelson Bostock Communications
Media Owner: Eurosport
This is a campaign that did many things. Most importantly, it raised money for the Red Cross and promoted Canon's photography products. The work looked at the lives of footballers in a new light, linking to the brand's sponsorship of the Champions League.
The activity served to satisfy fans' desire for more information about their idols and enabled footballers to present themselves as more fully rounded individuals.
To create "The Other Side of Football," Canon recruited 100 star footballers from across Europe and gave each player a Canon Ixus 40 to take pictures with. The photos were auctioned for the Red Cross, a glossy coffee-table book was produced and sold on Amazon, and exhibitions of the photographs were held across Europe to coincide with the 2005 Champions League final.
A magazine insert -- placed in key style and football titles -- was produced to drive people to the OSOF website. Canon also sponsored VIP Pass, a Eurosport celebrity sports show.
The deal brought to life the artistic skills of the football stars and also showcased the Canon brand in a celebrity environment, giving the Ixus positive PR as well as a vehicle to leverage the brand's existing football associations.
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