Canon looks to grow share of Digital Video Camera market with bold “Freecording” campaign

Amstelveen, The Netherlands, 30th May 2008: – Designed to challenge traditional consumer notions of camcorders, and to support its latest HD camcorder range, Canon today launches its “Freecording” marketing campaign.

The campaign, which will begin with a number of high profile outdoor placements across Europe, moves everyone to think differently about camcorders by introducing Freecording – recording without rules. It aims to inspire anyone to pick up a camcorder, find a new perspective and shoot – no matter what the occasion.

The campaign will run across 19 European countries and, in addition to print and online advertising, will include six viral movies, a complimentary outdoor campaign, cinema commercials, PR, and direct consumer engagement (online / events).

To support the PR execution Canon worked with acclaimed fashion photographer, Tom Van Heel, to create a series of Freecording fashion images. The images feature athletes from Parkour - a sport, much like Freecording, that challenges the boundaries of what people think is possible.

 “We’ve been really bold with this campaign as we wanted to reinvigorate the market and challenge people to get creative with HD” said Greg Kukolj, Head of Marketing Canon Consumer Imaging Europe. “Freecording is a movement that reflects the rise in user generated content and the new, spontaneous approach to film making, and aims to inspire the moviemaker in us all.”

“With Canon HD now bringing powerful camcorder technology to its widest audience yet, the birth of Freecording is a watershed moment for anyone who wants to explore their creative edge,” he added.

Download the full press release [PDF, 76 KB]