Canon Digs Into The Vimeo Video Community

While spending some time reading up on what the ‘fine art’ video photographer Vincent Lafore was up to I ran into a campaign by Canon placed on the video site Vimeo.

The concept called ‘The Story Beyond The Still’ is a perfect example on how brands could look into creating digital events rather than necessarily trying to pull traffic to their own sites.

Swedish brands as well as most brands seem preoccupied with trying to figure out how to get traffic to their campaign (often built in flash…) and brand sites. This is of course the number one strategy for any brand with an online business. But so far most brands do not have their business online so brand building and advertising is still what it’s all about. In the new landscape of trust brands should rather think about how to provide the community they wanna serve with products and services with something that adds value.

This project from Canon is a great example of this. Much like Nikons “We gave then a D80 and what they came back with was stunning” project back in 2004 performs a perfect lunar landing on the right spot. Vimeo is quickly turning out to be the first spot for people exploring moving art. Equipped with the right keywords you’ll find tons of inspiration in high quality.

The Story Beyond The Still: The Cabbie from Vincent Laforet on Vimeo.

The Canon 5D and especially the 7D is definitely transferring Hollywood movie quality into the hands of the masses and Canons HD competition is bringing out the best for us to see.

Another thing this concept brings to mind is the fact that online branding is slowly moving away from design and graphical execution to rather directing people into joining conversations. Anyone can design and build technology today. It’s more about picking the right technology and putting together the right ideas!

We can you set down your lunar lander?

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://kitchenlove.blogg.se/ Linn

    I learn a lot from this site so I think it is time for you to learn some from me too. Like how to cook Swedish Meatballs. http://www.youtube.com/watch?v=qNPpD42y30I

  • RoboStorm

    Good choice by Canon! I would have expected nothing less than this from such a super company.
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  • canonpowershot

    “When our Nikon Coolpix died, we were left with a lot of usable accessories, etc. But I compared all the reviews and this Canon stood out, so I bought it instead of another Coolpix. From the first picture taken in a dimly lit kitchen to pictures taken from a slow-moving bus to pictures of two dogs walking down a wooded path, I have been amazed and pleased. The camera is super-quick to focus and very quick to take a picture. The stabilizing feature, the ability to capture movement (in auto mode), the adaptation to any lighting condition and any focus challenge all amaze me. The ease of use and image quality makes me want to pull the camera out at every opportunity–it's not just handy, it's good! For about $50 more than my defunct Nikon, I have a far better camera that takes pictures as good as my much bigger ultra-zoom.

    I did not buy it for the video, but I enjoyed filming dolphins sporting in the Atlantic from my motel room balcony and then editing the video right in the camera to cut out the frames of empty ocean–the sound was surprisingly clear, too.

    I am now actually grateful that my wife took the old Coolpix sea kayaking (though it might have been moribund anyway). And I am glad I did not follow my leftover Nikon accessories to the purchase of another so-so camera.”
    Click Here for More Detail

  • http://viettelonline.com/ LienDTK

    Oh thanks, i appriciate that!