“I
believe technology is leading people to understand that creativity is not that
mysterious. We’re all creative.”
Ron Howard
Project
Imaginat10n is the successor of Project Imagin8ion. As it did in 2011, this year
Canon collaborates one more time with Ron Howard in the development of a
project that needs the collaboration of people as well. Project Imagin8ion was
the first ever user-generated photo contest that invited consumers to inspire a
Hollywood production, When you find me,
directed by Bryce Dallas Howard, Ron Howard’s daughter. Project Imaginat10n is
a new chance for people to inspire the creation of a new film production leaded
by Ron Howard.
Canon fosters again consumers to think
out of the box, take their cameras and photograph the world to participate with
their original shoots in this new creative experiment of the Japanese company.
However, unlike the first project, five different creative icons have signed on
to collaborate this time: Eva Longoria, Jamie Foxx, Biz Stone, Georgina Chapman
and James Murphy. The photographs that the public submit on the project’s
website will inspire the filmmaking process of the five directors.
The
films will be created based on ten different storytelling themes: ‘mood’
(conveys atmosphere, tone or emotion), ‘goal’ (whatever the character is
pursuing), ‘backstory’ (a history that promotes fuller understanding of the
narrative), ‘character’ (can be anyone or anything), ‘obstacle’ (anyone or
anything in the character’s way), ‘relationship’ (a relationship between anyone
or anything), ‘setting’ (any location or environment), ‘the unknown’ (can be
anything unexpected, a twist), ‘time’ (represents time of day or within
history), and ‘?’ (a tenth mysterious theme that will be revealed at a later
date). People have to submit their pictures according to the different topics
that Canon proposes them in the different storytelling categories.
Project
Imaginat10n was launched on August 14th and people could start to
submit their photos since that same date. Once the period of submissions is
finished, which varies between the different themes, Canon will announce the
finalists of each category, whose photos could be then voted by the general public.
Six photo categories are already closed to submissions since September 3rd,
three others remain open until September 17th, and the mysterious
tenth will not be revealed until September 10th. Depending on the
photo category, the public voting periods start on September 11th or
18th until September 24th and October 1st
respectively. And finally, on October 15th, the ten winners will be
officially announced.
This
new project of Canon constitutes a clear example of how the brands try to
engage with their audience through real experiences. With Project Imaginat10n
Canon is trying to encourage people’s creativity by using a photo camera that
supposedly will be one of the Japanese company’s products. Anyway, the truth is
that this kind of huge communication campaign are creative themselves, and even
more in cases like this one which content is in essence creativity and
imagination. Indeed, hidden under the title of ‘About’ on the project’s website,
it is possible to find an apology for human ability to create and imagine new
possibilities, especially by using Canon cameras and senses (we cannot forget
we are talking about a project based on advertising aims and brand strategy).
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