Canon Nordic needed to build upon their current platform: Live for the Story.

But they needed a Nordic update that could make them increasingly relevant to professional photographers and photojournalists.

The platform needed to be long-lasting, holding both branding activities and product communication – since they were about to launch two new cameras, the R5 and the R6, with a price point that was much higher than the entry-level cameras they used to feature in their communication.

The brief was to create a branding activity to launch the new platform: Live for truth_ that would speak to and engage professional photographers and photojournalists – before Canon was able to communicate the launch of the two new cameras.

Effectively we had to leverage Canons unique relationship with professional photographers and show them that Canon understood their world.

We launched a beta version of the site aimed at selected Canon ambassadors.

The initiative was activated by three world-renowned and Pulitzer Prize-winning photographers, who had their images misused, encouraging other photographers to join the fight.

The website/digital tool ran alongside campaign visuals and a video for social starring the three hero-photographers, who all had their images misused.

The campaign assets and website were launched on 23.07.20.

The campaign assets are still live, and the database will continue to exist and grow as an ongoing initiative against fake news.

What started as a regional initiative in the Nordics quickly turned into worldwide action as the international press picked up the tool – making Canon relevant within the pro community.

The database continues to grow, and new possible extensions and collaborations are unfolding daily.

The PR strategy was built on two tracks:

--A Nordic track offering interviews with famous Norwegian photojournalist, Johnny Haglund.

--An International track offering interviews with Pulitzer price and World Press Photo-winner, Ivor Prickett.

From a carefully selected media list, the media in each Nordic country received localized press releases aiming to place interviews with hero-photographers and bring the message through the media to the public. Each media list was built from bigger daily news and trade.

The key message: "new initiative aims to reduce press photos in fake news" was presented in the press release talking about how press photos have been used to fuel fake news.

After the distribution of press releases, we followed up with tier-1 media, to secure bigger articles in each Nordic country.

The Nordic Campaign was also shared with international media aiming to tap into the subject of fake news globally offering an actual solution.

We soft-launched a beta version of the site aimed at selected Canon ambassadors.

The initiative was activated by three world-renowned and Pulitzer Prize-winning photographers, who had their images misused, encouraging other photographers to join the fight.

The website/digital tool ran alongside campaign visuals and a video for social starring the three hero-photographers, who all had their images misused.

The campaign assets and website were launched on 23.07.20.

The campaign assets are still live, and the database will continue to exist and grow as an ongoing initiative against fake news.

What started as a regional initiative in the Nordics quickly turned into worldwide action as the international press picked up the tool – making Canon relevant within the pro community. The database continues to grow, and new possible extensions and collaborations unfold.

Truthmark was first targeted towards Canon photographers but opened up, and the initiative has received an immediate response from the photographic community.

The database now features images from photographers in countries all over the world including Israel, Russia, and The United States.

The initiative also caught the eye of photographers and international media and is endorsed and recommended by the Press Photographers Association.

The newly launched R5 and R6 cameras from Canon's pro range received immediate attention upon launch, and Canon became relevant to a target group they had neglected.

Key results:

50+ million reached

15+ million views

100+ international media pick-ups

Marketshare increased from 26% to 33,5%

Sales index: 172 (Year-on-Year)

In 2018 Canon introduced their first mirrorless camera. By the end of 2020 Canon was number one in the mirrorless category for the first time.