Generate awareness among consumers on an important date for the brand like Christmas.

As we grow up, we start looking at the world through certain filters like prejudice, intolerance and hate. To see the world with no filters again, Canon called kids for a real life experiment.

Political opinions, religious beliefs, ethnicity, cultural identity and sexual preferences are generating conflict between families and friends all around the world, where hate and prejudice are separating people. Since a lot of this behavior takes place in the social networks, we chose this platform to deliver our message.

Canon called kids and their parents for a social experiment. Without knowing what was going on, the adults shared their worries about prejudice to the camera while their children were being introduced to different kids to play together in a specially fitted room so that children with special needs can move freely. On what could be a perfect scenario for prejudice, the kids became friends and showed the way they see the world: with no filter and no prejudice.

The video reached 81MM impressions, 600K engagement, 400K shares and was the number 1 Facebook post of December 2018, right in the middle of Christmas season.