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nExecutive Summary

Resolution can be defined in many ways; it is the act of solving a problem, it is the conversion of something abstract into another form, it is a firm decision to do something. It is determination, an expression and an answer. The Resolution, beginning April 2, 2012, will be an answer, an expression and the determination behind Canon’s contemporary branding campaign throughout Europe, the UAE and Africa.Paying respects to the likes of human evolution and the thought that anything is possible, the Resolution not only shapes a provoking campaign through creative executions, but through Media selections and intuitive research which has defined key objectives and strategies.Providing Canon with an unconventional yet time-honoured approach to captivating audiences, the Resolution has adopted groundbreaking creative executions with traditional methods of Media selection shining through.In a year surrounded by controversy and scepticism, the Resolution aims to bring hope, joy and imagination back to the world by providing consumers with an outlet for creation, imaginings and dreams to come to life through the tools Canon provides.

Contents

Team IIIBackground IIIObjectives IVStrategy IVBrand Evaluation IVCompetitive Analysis VMarket Analysis VITarget Audience VIMedia VIIIMC Strategy XCreative Rationale XICreative Execution XIVStoryboard XVIIPrint XXIBillboards XXIIMonoliths (Outdoor Guerrilla) XXIVWebsite Progression XXVEvaluation XXVIIReferences XXVIII

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nBackground

In the beginning, all that existed was a group of young Japanese visionaries, a small laboratory in Tokyo and a dream. A dream to create the best camera in the world.Born of inspiration, passion and an unwavering commitment to innovation, the dream became a reality. However, this dream wasn’t just about a camera, it was about building something more, something the world needed in order to evolve. It was about something inherently technical and yet profanely emotional. It was about learning to be and being to learn.That dream was and still is Canon.Fast-forward through Canon’s 78 year evolution and it is now an international, multifaceted brand recognised the world over. For many, it has become a loyal friend to consumers, always on hand to capture the right moment and for others a knowledgeable expert, able to deliver that extra touch of professionalism. Regardless, all will agree Canon helps people realise the power of image, whatever that may be.Canon is a category leader in digital imaging. From the first zoom lens for television broadcasting introduced by Canon in the 1950’s, to the world’s first portable digital X-ray system in 2003, Canon has been in the forefront of innovation in the industry for decades (Canon Historical Data, 2011). The product range of Canon consists of cutting edge imaging technology in the form of everything from digital cameras to photocopiers.

Team

Boomerang One Edith Cowan University www.ecu.edu.au

“Everyone knows Canon makes cameras. Now we want them to know about everything else”

Annabel Slade

Colby Lathwell

Jack Geerssen

Jakob Reimerson

Jon Ismailovski

Sebastian Forsström

Faculty Advisor - Clive Barstow

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nBrand Evaluation

What Canon has

Perceived as trusted, reliable and technologically superior - as well as a pioneer and industry leaderSeen as a brand that motivates and inspires creativity.

What Canon does not have

Canon is not seen as an imaginative or progressive brand, which somewhat goes against the vision of inspiring consumers creativity and imagination.Canon is not perceived as a friendly brand and lacks open communication between brand and consumer. Canon’s tagline - “you can” - is seen as passive, not active.Lacks recognition for full range of products - focus on cameras (DSLR’s).

What Canon can get

Through a campaign that excites and motivates consumers, Canon can gain recognition as a groundbreaking company that continues to set new standards for the industry.A strenghtening of the credibility and trust for the whole range of Canon’s products.Canon has the opportunity to be seen as a progressive force from which creativity and imagination stems.

What Canon has to worry about

Being seen as a camera brand only. Canon’s other technologies could potentially become obsolete within their own competitive market without correct communication and application.Passivity in the communication, “you can”, may reflect on Canon’s brand identity.

Objectives

Goal:

Reaffirm Canon’s commitment to helping people realise the power of image in the past, the present and into the future.

Objectives:

1. Position Canon as the pioneering industry leader empowering people through creativity, passion and innovation by August 2012.

2. Extend current Canon brand awareness to ALL Canon products by end of August, 2012

3. Achieve an increase in Canon retail sales between May and August 2012

Strategy

• Provide clear Media selections to enhance creative executions and create an unconventional campaign

• Develop a short-film that all creative executions are developed from; generating one main idea into smaller segments.

• Use an integrated marketing plan to highlight key focus points of creative executions to enable interaction with consumers.

• Select key markets to implement the budget effectively

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nCompetitive Analysis

Canon’s history is steeped in competition. Having cited a lack of choice for those wanting to purchase cameras, Canon set out to change the imaging landscape by putting Japanese cameras on the map. History will portray Canon not only as a pioneer for the imaging industry but also for humanity, having allowed the world to realise the true power of image.Acting as a trailblazer, Canon’s continued success has inspired other brands to compete for market share within the imaging industry. These brands include, but are not limited to Sony, Nikon, Panasonic and Olympus. Each competitor presents a different challenge for Canon as the brand strives to maintain its winning position. Whether it be overcoming the mass appeal of Sony and its diverse product portfolio, or challenging the emotional branding recently implemented by Nikon, one fact remains true, in order to win, Canon must keep changing.Canon has always been renowned for its superior products born of a commitment to innovation. Now, as the brand steps into a new era, the innovation that has served its products so well will be turned toward the brand itself.

NIKON

I AM YOUR COMPETITION

Canon has a genuine competitor in Nikon dating back to the organisation’s beginnings in 1917. Sharing a similar heritage, Nikon continues to develop and believes if it has something to do with light, Nikon has something to do with it.Recently the brand pursued a new direction with the intent of increasing its market share in the imagery industry. To this end, the I AM NIKON campaign has served the brand well allowing consumers to identify a part of themselves within the brand and its products.

SONY

Not a make.believe competitor

Whilst the brand is relatively new to the imagery game, its products have been widely adopted thanks to the brands reputation and marketing efforts. Also, with SONY’s multifaceted and dimensional technologic solutions, it is increasingly becoming more of a threat to Canon’s other offshoot categories.

OLYMPUS

Their Vision, Our Competitor

Accessible price points and functionality provides consumers with an affordable and practical solution to their photographic needs.Despite several innovations (for instance the world’s first compact underwater camera), Olympus as a competitor is not as daunting as its namesake.

“A competitive world offers two possibilities. You can lose. Or, if you want to win, you can change.”

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nTarget Audience

Due to the large geographical scope of this campaign, it is very important to focus on what the people we need to communicate with have in common with each other, rather than to distinguish individual cultures and values across our target markets.

Personality & Lifestyle

Our primary target audience is a person between the ages of 20 and 45, like Mark:Mark lives in or around a large urban area in Europe. He has a university degree, is specialised in his field and is quite ambitious about his career. He has a mid to high disposable income, as does his girlfriend. They do not have any children, yet, but they like to think that it is not too far off in the future.Mark is the epitome of the modern urban man. He is very aware of trends, but doesn’t follow them quite as vigorously as he did when he was younger. He enjoys culture – movies, art and literature – but also spends a lot of time doing outdoors activities, like climbing and skiing. He has a passion for creating and uses photography not only as a tool for documentation, but for creation and invention.When Mark is particularly pleased with a photo he has taken, he uploads it onto Flickr and Facebook, for his friends to see. Similarly, he can spend hours browsing through photo blogs when given the time.He is likely to travel quite a lot, especially around Europe. Him and his girlfriend will go on trips at least two to three times per year, either alone or with family.

Market Analysis

Language

English is the most spoken language in the EU, spoken by 51% of the population, 38% of EU citizens use English as their second language. The vast majority of people between 18 and 35 in European urban areas speak English.

Society Values

Most countries in Europe show high Secular-Rational Values, as well as dominating Self-Expression Values. The generally stable financial situation lets individuals focus on self-actualisation and peak experiences.Differences between countries are becoming smaller as Europe moves toward a secularised culture that is increasingly determined by sub-cultures.In essence, it is more important for Canon to know the generation & sub-culture that they’re talking to, rather than it is to know the traditional values of their country of origin.

Consumer habits

Common denominators for consumer habits in Europe include that they are increasingly making their purchases in/around majore cities and they are using the Internet as an aid or tool in the process.Almost 60% of people in Europe are Internet users, with several countries having over 80% overall Internet usage.Cluttered markets and high accessibility have made it more common for people to purchase goods from outside their nation’s borders. Consumers are selective and often conduct extensive research when purchasing high-involvement goods such as imaging equipment.

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Media

“From a marketers perspective, it’s about understanding where the future lies” (Bowman, 2011). Building relationships with consumers is a developing scope of branding which allows an interaction to happen between brand and consumer; that requires one single intimate moment.Spending has been accurately developed to reflect the success of Canon’s previous campaign for the EOS 350D. £20 million was spent in Canon’s main markets that had the most potential to drive sales and excite consumers about the EOS. These markets include Norway, France, Germany, the Netherlands, Austria, Finland, Greece, the United Kingdom, Belgium, Denmark, Italy, Switzerland, Spain and Sweden.Secondary markets include, but are not limited to, Poland, Russia, and Turkey. Thirdly, the Resolution also will include the United Arab Emirates and Africa as focus markets. Costly Media outlets, such as Television, will be implemented in major markets. This has been developed as the backbone of the campaign is to break convention. Following this method, the adoption of a strong focus on traditional Media, and supporting outlets, are also included.

Intimate and tangible moments are found via traditional methods such as Print. Newspapers and Magazines have been adapting their methods of creative advertising to captivate audiences for many years. These are still the only true methods of complete consumer interaction, which are able to last as long as each person wishes. An advertiser’s message can last a lifetime if the consumer wishes so.Placing creative executions in particular Magazine environments allows consumers to already be in a specific emotional state which enables advertisers to place their messaging accurately. For example, consumers who purchase and read the likes of Aperture magazine, are already inspired and motivated to act on their reactions to the work depicted. Aperture magazine stands side-by-side with the border shattering and endless imagination that is this particular campaign. A place in which consumers come to be inspired, learn from the masters and understand better what it is to be involved within photography, Canon will stand as a leader and thought-provoking brand that can and will assist in creating their dreams.

 

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nThe European Daily is an extremely modern and trusted source of news for Europe and International issues. Along with this, culture and lifestyle are a major part of this newspaper with the likes of the WWF showing support of their cut-through by advertising in this medium. One of the only daily European newspapers, the European Daily feels that all Europeans need a common platform for debate and rivals that of the US based daily newspapers. Their intellect is immense and versatility in adapting their references to pop-culture is what keeps readers coming back for more. Their layout is also specific which makes the landscape extremely easy to work with for a Global brand such as Canon.Developing creative concepts throughout particular news stories in this newspaper will ensure a high retention rate. Buying-out preferred pages and collaborating with editorial staff will allow Canon to place their ads within specific topics which will enhance the key messages throughout this campaign.Without forgetting the progressive nature of society and each individual within it, the Internet is a landscape that is endless with opportunity and boundless in many ways. The Online community of news websites, interests, social networking and research has allowed advertisers to engage in conversations with their very own target segments. With a greater push in online security for consumers, there are also some faults in advertisers relying on this medium to provide an outcome.Consumers are incredibly savvy and each creative execution needs to capture attention in a small amount of time to ensure the nature of the message is accurately displayed. Buying out a sponsorship on news websites such as EuroNews.net will ensure a high retention rate with the ability for consumers to ‘act now’ by following through to Canon’s campaign site, theResolution.com.

Outdoor advertising in a geographical location such as Europe can defy all odds when penetrating the cluttered messages which consumers hear and see everyday. The ability to capture the attention of consumers through an Outdoor site is immense, especially when working with creative material such as the Resolution campaign. Within six seconds, Canon has the ability to maintain interest and increase brand awareness whilst also being creatively challenging in a public forum.By adopting key locations in major markets across Europe, these sites will become synonymous with the Canon brand and message. The depth and intrigue outlined in our creative examples will be grandly displayed which will entice and excite consumers. Including bespoke outdoor initiatives is also a major part of the Resolution’s strategy to create an original and groundbreaking campaign. This includes progressive technologies, such as Bluetooth integration.

“Outdoor: It’s not a medium, It’s an extra large.”

 

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IX

Using public transport stops throughout Europe, including underground locations such as the London Tube, the Resolution is able to integrate large format illustrations of the creative execution whilst also including Bluetooth capabilities to entice consumers to look further into the campaign, whilst also being entertained. This use of technology has been proven successful, as many passengers of public transport have found the free media to be entertaining and information rich.

Whilst we cannot forget the power of Television, our budget relies on creativity and a call-to-action. As this particular campaign aims to shatter all boundaries, the creativity might be lost on a 30 second commercial and thus, the rationale behind not implementing a particularly strong TV portion of our Media selection has come down to budget and creativity.The interaction between consumers and the ads is of greatest importance and whilst Canon cannot dismiss Television, it is important to understand the financial implications of rolling out a global TV marketing strategy. Concentration in key markets such as the United Kingdom will develop a strong sense of integrated communications and thus enhance the value of the overall campaign.Noting that Greece has also imposed a 20% tax on TV advertising, as well as the ban on all commercials across publically-owned channels in Spain, we will monitor the overall spend of this media in these markets. Lastly, the integration of in-flight media throughout Emirates, Qatar Airways, Air Arabia, Bahrain Air, Gryphon, El Al, Gulf Air, Etihad, Oman Air, Nas Air, Air Alegerie, EgyptAir, Kenya Airways and South African Airlines, will capture our third media market without implementing a widely spread and costly media execution.

 

Bluetooth will be enabled at all transportation based sites where consumers will be able to freely download a 40 second snippet of the Resolution short-film as another form of teaser to initiate the traffic to the campaign site.

 

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nIMC Strategy

Integrated solutions of advertising and marketing are required to implement a multi-faceted campaign. The Resolution is providing Canon with an outlet to be game-changing and with that, creativity and originality are required to make this happen.Running the Resolution short-film at film festivals across Europe will grant it exposure amongst influential figures within the entertainment and media industry. Festivals such as the European Film Festival, the ONE WORLD festival in Brussels and the European Independent Film Festival celebrate the creation and imagination of artists, directors and actors. Placing Canon in the mix with creative individuals will reap rewards for their branding mission as well as providing an outlet for review and publicity of the film and concepts. Bluetooth technologies are not only available within media formats but also within guerilla marketing techniques such as monolith structures placed in key markets with a high density of people living in and around urban areas of interest.These monoliths feature throughout the short-film and again, will be an entrée to the entire film as the public interacts with these structures that seem to have appeared overnight. Minimal branding will be attached to the structures however, clear direction to the website and indicators that Bluetooth technology is available to ‘see more’ will be surrounding these.Permits will be required as well as particular permissions in some cities regarding historical locations. As these are not offensive nor obstructive in nature, these permits will be easily obtained.

Public relations and publicity will indefinitely be a derivative of the monolith activity. As well as this, previously mentioned buyouts of particular pages and positioning in printed media will allow a conversation to ignite over the ingenious use of media planning. Credible press and publicity as well as consumer opinion will be notable throughout the campaign period. Retail ads are also an offshoot process for the conclusion of the campaign as these will be easily developed as point-of-sale and area specific regarding particular languages/dialects as well as pricing. These can be derived from the Resolution campaign and therefore will offset any additional advertising required.Canon also has the ability to interact with their consumers via Twitter and Facebook that enables all brands, globally, to understand what their audience really wants to see from them. A stimulating process, these avenues will enable Canon to further discuss the place of their products within the lives of each individual using or about to purchase them. As this has already been implemented, these forms will just need slight tailoring to our campaign needs.

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nCreative Rationale

What does Canon do?

They bridge the gap between imagination and expression, ie; the immaterial and the actual. In other words, their products (tools) facilitate the transformation of an idea or thought (imagination) into something tangible (expression).Tools + Imagination = Expression

Imagination Definition:

Imagination helps provide meaning to experience and understanding to knowledge; it is a fundamental facility through which people make sense of the world.

Background - Imagination and Human Evolution:

The ability to imagine played a pivotal role in the evolution of the human race, without which all human progress would cease. It is how we, as a species, achieved our dominance over all other animals on Earth. An eagle may have superior sight to us, however they would not “see” what we see when viewing a work of art such as a painting. The ability to imagine therefore is a uniting quality between all humans, a bond that transcends both race and culture.A painting hinges however on the relationship between a person’s imagination and the tools they use. Without paints, brushes, canvases etcetera, a painting can never transcend the immaterial realm of the imagined to the actual, and by the same respect, without imagination these tools simply become idle objects. Put more simply; a painter cannot paint a painting without a paintbrush, whilst conversely a painting cannot be painted without a painter. As a result, the breadth of our imagination is largely constrained by the diversity of our tools.

It is argued that human’s earliest ancestors had used very primitive stone tools as far back as 2.3 million years ago, however it was not until The Great Leap Forward/Upper Palaeolithic Revolution (40,000-50,000 years ago) that our tool usage and tool complexity greatly increased. The creation of those first few tools in effect acted as a catalyst for the creation of all, and every, future tool made by man. This idea, that we have evolved parallel to the evolution of our tools, can be summed up by the renowned scholar Marshal McLuhan;

“We become what we behold. We shape our tools and then our tools shape us.”

In 1440 the printing press was invented, a tool which in effect changed the world. It allowed the storing and circulation of knowledge, leading to the scientific revolution and the democratization of knowledge. Sharing ideas and thoughts with people helps accelerate the growth of future ideas, which is clearly illustrated by the rippling effects that a tool such as the printing press had on our history.This notion of sharing and storing knowledge has only been enhanced with the advent of tools such as computers and the internet. Not surprisingly, the era we live in has been touted as the information age. Ideas, knowledge and thoughts are being systematically stored and shared globally with unprecedented ease and speed. As a result, technological innovation (ie; tool innovation) has skyrocketed. By increasing the accessibility and quantity of information available to the world you in effect sew the seeds of future progress.

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nThe Idea

If we could position Canon as not simply industry leaders in imaging technology, but as industry leaders in the advancement of the human race itself, the connotative rub off onto the brand would (should) be extremely beneficial. It is an enormously uniting and empowering idea to be shown that every person has the potential to help change history and aid future generations simply by expressing their imaginations, thoughts and dreams. At first glance however this may sound similar to various other campaigns that promote human imagination, but it is important to note that whereas most campaigns simply tell a consumer they have the power to imagine, we aim to show them. It is a subtle yet important distinction to be made, because simply telling someone that they have the ability to do something, without justification, is always going to be less effective than actually showing or teaching them. The benefits of this become apparent when you consider the following;Canon sells products (tools) that facilitate the expression of imagination, so by promoting imagination itself you are simultaneously promoting the demand for those tools (products). In other words, give a man a fish and you feed him for a day, teach a man to fish and he’ll go and buy his own fishing rods.

Short Film:

Due to the fairly complex nature of the idea, translating it across a 30-second television commercial would simply be impossible. Substantial intellectual scaffolding must be climbed first before a message can be sent. A short film, however, would provide the necessary creative space to accomplish it. Advertisements dressed up as short films are not completely new. For instance, in 2005 Nissan created a 20 minute short film that was attached to the British version of the DVD boxed-set of the television show “24.” We would place the short film on its own website (ie: register a single-standing domain name, www.theresolution.com, instead of placing it directly on the Canon website). By placing the film on its own domain you help disassociate it a piece of ‘advertising,’ which helps create a degree of cut through.This would be similar to Absolut vodka’s short film titled “I’m Here,” which was directed by famed indie director Spike Jonze (Where the Wild Things Are, Being John Malkovich). It was placed on its own domain (www.imheremovie.com) with a site layout that makes you feel like you are attending a small film theatre. The film centres around a growing love story between two robots with a plot driven by the themes found in the children’s book The Giving Tree.

“It was a pretty incredible opportunity. They (Absolut) didn’t give me any requirements to make a movie that had anything to do with vodka. They just wanted me to make something that was important to me, and let my imagination take me wherever I wanted

- Spike Jonze

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nAbsolut also limited the number of “tickets” (ie viewngs) to 20,000 per day, with links to social media so friends could watch it together online. It is also interesting to note that the short film is devoid of any Absolut advertisements or product placement.

“I’m Here marks an evolution of our longstanding commitment to creativity, and I am incredibly proud to make this film available to a global online audience. Spike Jonze has made a magical short film, which takes our creative collaborations to new heights. We could have done a commercial or a print campaign, but this is so much more interesting. And much more ABSOLUT” (http://theinspirationroom.com/daily/2010/absolut-im-here/)”

- Anna Malmhake, Vice President Global Marketing, Absolut

Print and Outdoor:

The short film shall be focal point of the campaign, however various other mediums will be used to accentuate and drive consumers to the short film. These will include print advertisements in appropriate magazines, outdoor advertisements such as bus stops and billboards and a single guerrilla outdoor element. A strong air of ambiguity shall be imbued onto these ancillary executions to help instil a sense of intrigue amongst the consumer. “People enjoy figuring things out for themselves. Letting them explore, piece together and interact with content means they are learning actively, and more likely to retain information and act upon it,” (Miller, 2010).

Think of the print, outdoor and social media executions as breadcrumbs (or ‘trailers’) that all lead the user to the website (ie: short film). The ambiguity means the executions act as clues; simultaneously promoting consumer curiosity whilst also manufacturing a sense of suspense;

People switch off if you try to tell them everything up front. The Internet enables people to quickly and easily drill down into information to find out more, so why not let them do the same with brand messaging? Focus on a message that is relevant and will create intrigue, and your audience will follow up to learn the rest

– Nicholas Miller, iMediaconnection

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nCreative Execution

Short Film Idea

ACT ONEPay homage to Stanley Kubrick’s 1968 film 2001: A Space Odyssey with a reinterpretation of the opening scene (ie The Dawn of Man)

Monolith colour: The looming black monoliths that appear at various stages in the film represented advanced machines built by an unseen extraterrestrial species. They were vestiges of an extremely evolved and technologically advanced species that had accomplished intergalactic space travel millions (even billions) of years before present time. This sentient race discovered that life was quite common throughout the universe, however intelligent life was often stunted in development, or died out prematurely on the evolutionary timeline. They built these monoliths to help foster intelligent life, leaving them scattered throughout the universe on planets that harboured life with the potential of achieving higher intelligence. This is illustrated in the film where the ape that touches the monolith soon learns the ability to use tools.The problem however is that, as previously hinted, the scene seems to focus on man’s ability to use tools to conquer (epitomised by the ape using the tool to as a weapon) as opposed to create. As a result, these connotations may bleed onto the monoliths themselves. If we change the colour of the monolith’s to white, it reinforces the distinction between conquering and creating whilst simultaneously playing upon the universal themes of dark vs light. It also helps re-enforce the fact that that this is an altered homage to Kubrick’s opening.

This scene famously portrayed early ape-like humans and their tentative first steps towards tool usage, The genius of this scene lies in Kubrick’s ability to capture the essence of a large idea (ie: tool usage and its rippling effect on human evolution) and illustrate it in only a few simple images. Perhaps the most powerful is the mid-air cut from bone-tool to satellite. It beautifully waters down millions of years of technological evolution by juxtaposing two objects either end of the timeline.As stated previously, our opening will pay homage to Kubrick’s version, however it will not follow it verbatim. The main deviation will be the shift of focus from man’s ability to conquer to man’s ability to create. How this will be accomplished is as follows;Purpose of the bone tool: Instead of having the ape use the tool as a weapon to conquer or kill, we will depict the ape using it to carve a crude image to their cave wall.

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nMatch-cut: As mentioned previously, the sudden cut from primitive bone tool to advanced satellite was a clever juxtaposition, condensing a narrative spanning millions of years into a few quick frames. It is a very important feature of Kubrick’s opening, illustrating that the second our early ancestors picked up that bone we were destined to evolve alongside our tools. The only problem is, as experienced with the monoliths, Kubrick’s opening deals more with man’s ability to conquer, as opposed to man’s ability to create. Its inclusion would taint our vision with an air of unwanted ambiguity; however its exclusion could be regarded as too much of a deviation from Kubrick’s opening that it could no longer be classed as an example of homage. To combat this we will simply alter the images being transitioned (explained further in the storyboard)

ACT TWO:

Classroom filled with 9-10 year old children who are watching the film. An analytical discussion ensues:

This scene will contain several children and one adult. The protagonist will be a girl named Vivian and the antagonist will be a boy named Andy. The single adult (the teacher) will act as an objective facilitator for the discussion.What the characters represent, in their basest forms, is:Vivian - ImaginationAndy - ViolenceTeacher Knowledge

More specifically, Vivian represents man’s ability to use tools to create, whereas Andy represents man’s ability to conquer. Vivian will represent the ape who used the bone for art whilst Andy will represent the ape who used the bone as a weapon. As a result, their personification will be as follows;

ANDY

- Loud- Narrow minded- Brash- Bully- “Hit first, ask questions later” attitude- Face with a low brow similar to a Neanderthal (also where the name Andy came from – NeANDYthal)- Shaggy haircut

VIVIAN

- Quiet (but not afraid to speak her thoughts)- Open minded- Observational- Curious- Creative- Photography enthusiast- Slight resemblance to Kubrick’s daughter (also called Vivian)

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nACT THREE:

The Dawn of Man opening continuation

The final act will commence with a slow zoom from somewhere within the classroom towards the paused image (ie; the apes sitting looking at their cave drawing) being projected onto the wall. The zoom will continue “through” the screen, at which point the film will ‘unpause.’ It is here that the etching the ape inscribed upon the wall will be revealed; a circular shape. As the camera gets closer to the circular image however a small circular piece in the very centre of the shape will break-off/dislodge itself from the wall. As a result, the ‘new’ image will resemble more of a doughnut shape. The final shot will be a pan-out of the cave as the apes sit and stare at this image. The image itself represents the precursory blueprint, or inspiration, for the eventual invention of The Wheel. It sums up the very essence of our campaign, in that the act of using tools to create rather than conquer can (and does) inadvertently lead to the creation of new tools and new art that ultimately work to expand man’s imagination and help push forward the evolution of the entire human race.

“These days you can’t just go out there and say, ‘Hey we’re a cool brand,’ you’ve got to do

something more subtle and interesting.”

PRELUDE

This quotation works well because it not only relates to the underlying themes of our campaign but carries all the positive connotations attached to the historic icon that is Albert EinsteinIn terms of its animation the quote itself would first appear (fading from black), followed by a 4-5 second delay before Albert Einstein’s name would appear. It allows the audience to read the quotation objectively before the connotations assosiated with Einstein are imbued onto it

ACT ONE

Slow pan from right to left as the breaking dawn casts light on an African landscape (the location of Africa was chosen due to the widely accepted concept of “Out of Africa,” relating to evidence that implies that Homo sapiens arose in Africa and migrated out of the continent around 50,000 to 100,000 years ago, replacing populations of Homo erectus in Asia and Neanderthals in Europe. It should be noted however that the setting could be changed to Europe as Aurignacian culture, a group of Upper Palaeltithic apes found exclusively in Western Europe, are believed for being responsible for the creation of the burin, an engraving tool, making much of art possible) with the white monolith just left of shot

The Monolith

As the apes awake and slowly emerge from their cave they see the enormous monolith and encircle it, screaming and chanting warbled cries of intrigue and excitement.

Storyboard

Touching the Monolith

The moment that the ‘knowledge’ of using tools is passed onto the ape.

Carving the Picture

After the ape has finished the carving, there will be a shot of two or three more apes sitting and looking at the carving (not all depicted here for simplicity’s sake). The match-cut would occur with the transition from this image to our next scene; the classroom. Each sitting ape would be replaced with a child sitting at their desk and the carving on the wall would be replaced with a Canon projector (which is playing our version of Kubrick’s film ie; what the audience were just viewing). Also the seating position of the ape who is responsible for carving the picture will be match-cut with the seating position of our stories child protagonist (explained further in next frame).

Further Anatomy of the Match-Cut

Below is a more detailed list of all the elements being match-cut:1) Carving ape - Vivian 2) Agressive ape - Andy 3) Monolith - teacher (not directly match-cut because the monolith is outside the cave, however the teacher should stand in line of the monolith) 4) Bone tool - Canon projector (*note: this can only occur AFTER the ape has finished the carving and subsequently drops the tool on the floor) 5) Carving - projected film (*note: we will not see what the carving is until the ACT THREE)

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nScriptSince the class discussion occurs in a single setting and revolves heavily around dialogue, it would be more feasible to pause the storyboard here and insert the script. Obviously we are unable to include the entire script in this document, however the two excerpts below should act as an example of how some of the discussion will be constructed:

Dialogue 1

ANDY: Wait... I don’t get it, what is that monkey doing?TEACHER: Does anyone think they might be able to help out Andy with his question?VIVIAN: They’re drawing a pictureTEACHER: Very good VivianANDY: That’s a picture? Really? I can draw better than that with my eyes closed!TEACHER: I have no doubt you can AndyANDY: Then why are we watching a monkey, I mean APE, scribble on a wall? It’s so boring! I want to see spaceships or somethingTEACHER: Give it a little time Andy and you will get your spaceships...

Dialogue 2

TEACHER: So let me get this straight though, you’re telling me in order to build a spaceship you need tools; like drills and screws for instance, but these very tools had to be built first, and to do that you need additional tools? ANDY: Um.... I guess soTEACHER: Well you are right Andy, but you are missing one important thing though. Does anyone else know what else is needed to build a spaceship other than tools?RANDOM STUDENT: rockets!TEACHER: well, yes, but technically they are a form of toolRANDOM STUDENT: computersTEACHER: again, a toolRANDOM STUDENT: science people!TEACHER: scientists?RANDOM STUDENT: yeah!TEACHER: getting closer, but not quiteVIVIAN: imaginationTEACHER: bingo! ImaginationANDY: Um... I don’t get it, a spaceship isn’t made out of imagination, its made out of metal and space partsTEACHER: yes Andy, it may be built using those things, however it had to be imagined by someone first before it could be built didn’t it

Circular Etching

Although we have referred to this as an etching, it is not neccesarily exactly accurate. The shape would have been achieved with circular movements of the bone on the walls surface, however the differences in density means the bone would not neccesarily be ‘etching’ an image ‘into’ the stone. Instead it is more of the bone leaving a whitish residue on the walls surface as the rough irruglarities in the stones texture would sheer off tiny fragments of powdered bone.

Doughtnut Etching

A small section of the wall will dislodge itself (result of wear and tear), thus carrying with it the bone residue from the central core of the circle. The resulting shape should resemble a doughnut or, as we are trying to imply, a wheel (’The Wheel’).

Cave Zoom-Out

As the camera slowly zooms out from inside the cave an excerpt of John Lennon’s Imagine will play (starting off soft initially but building with a gradual, though not too gradual, crescendo). The excerpt in question will contain the following specfic lyrics:Imagine all the people Sharing all the world

You may say that I’m a dreamer But I’m not the only one I hope someday you’ll join us And the world will live as one

Print

Billboards

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nMonoliths (Outdoor Guerrilla)

As previously mentioned, the monoliths within Kubrick’s film represented advanced machines whose purpose was to foster intelligent life by accentuating evolutionary progress through the transfer of knowledge. Since our short film itself represents a form of ‘knowledge’ (with similar aims to that of Kubrick’s monoliths) we can actually take the motive of the monoliths and use it in a tangible sense to facilitate this ‘transfer of knowledge.’ To achieve this we will create to-scale versions of the monoliths from our film and place them in various city squares, coinciding with the launch date of the film. Inscribed onto the monoliths will be a single blue-tooth icon (other than that they will be devoid of any other insignia). Subsequently, the monolith will contain a blue-tooth device that allows users within the monolith’s radius to ‘connect’ to it via their smart phones, which will then give them a streaming link to short film itself.As a result, the appearance of the monoliths in the film will be mirrored in a modern day setting. Replace our dreary apes awaking and emerging from their cave with people awaking and commuting to work. Instead of physically touching the monolith (like the apes) we have people ‘touching’ it via their Bluetooth devices. In both cases knowledge is being passed on and in both cases that ‘knowledge’ has a similar aim; to aid in the continual advancement of the human race.

“Creativity beats frequency anytime.”

Website Progression

The short film will be accessible via the campaign website theResolution.com, yet it will not be ‘viewable’ until the launch date. In turn, Print and Outdoor executions will be driving consumers to a website. Canon can use this to their advantage by continuing to cultivate consumer curiosity by creating a website that ‘evolves’ during the month leading up to the launch date.Building upon an already established element prevalent throughout the print and billboard executions, the website will feature a countdown timer in Roman numerals (in days, hours, minutes and seconds). For example;

30 days 24 hours 60 minutes 60 secondsXXX XXIV LX LX

At the start of the countdown the site’s backdrop will be a solid black. As the countdown approaches the launch date however an image will begin to slowly appear through the darkness. This will help symbolise the approaching ‘dawn’ whilst also baiting consumers to visit the site regularly to monitor any changes. By the time the countdown timer reaches zero, the image will be fully lit, complete with the subtle addition of a shadow cast by an unseen monolith right of frame. It is at this point that the title ‘THE RESOLUTION,’ which sits within the entrace to the cave, will change to the word ‘ENTER’. The shift from ‘dark’ to ‘light’ helps symbolise the approaching ‘dawn’

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nEvaluation

As Canon strides forward towards a new dawn, the importance of evaluation has not been forgotten. History reminds us that without measured control and constant revision, a campaign will deviate from its purpose. In order to evaluate the campaign’s progress, the following areas will be measured against the original objectives:

• Retail sales and customer satisfaction surveys will be reviewed prior to, during and at the culmination of the campaign.

• Views of and hits on both the campaign site and existing Canon websites.

• Connections and visitors to ‘Monolith’ and Bluetooth activated media locations will be collected

• Social media interest will be tracked using tools provided by Facebook, Twitter and Google.

Consistent evaluation will ensure history remembers the Resolution as the campaign that shaped the progression of the technological advertising market with Canon playing the role of pioneer.

“It is not how many ideas you have - It is how many you make happen”

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nReferences

Demographia. World Urban Areas (World Agglomeraons)(7th Annual ed.). (2011). Retrieved from http://www.demographia.com/db-worldua.pdfEuropean Commission. (n.d.). EU Languages and Language Policy. Retrieved from http://ec.europa.eu/education/languages/languages-of-europe/doc135_en.htmCooper, P., Patterson, S. (September, 2009). The Impact of the Economic Crisis – Towards a New Consumers Market Research Model. ESOMAR: Congress, Montreux. Available from www.warc.comEuropean Association of Communication Agencies. (2006). Canon – It’s Playtime. EACA. Retrieved from www.warc.comNew York American Marketing Association. (2008). Canon – Shoot Like A Pro. Consumer Electronics, Effie Awards. Retrieved from www.warc.comNew York American Marketing Association. (2011). Canon EOS Cameras: Photography Beyond the Still. North America, Effie Awards. Retrieved from www.warc.comDentsu London. (2011). IAA InterAd 2011 Global Student Competition The Client Brief – Part 2. Document presented to BommerangOne, Edith Cowan University, Mt Lawley, Western Australia.Miller, N. (2010). Six ways to change consumer behaviour. iMedia UK. Retrieved from: http://www.imediaconnection.com/content/27206.asp