With Project Imaginat10n, Canon set out to generate nationwide brand engagement and assert DSLR relevance in pop culture by evolving and surpassing the results of the previous year’s Project Imagin8ion. Facing a new imaging landscape with the growing popularity and presence of smartphones, Canon looked not only to maintain its legacy and leadership in the photographic still space, but also to translate its expertise into the video and filmmaking world. Built on the simple idea that, at our core, “we are all creative,” Canon launched Project Imaginat10n, the first-ever user-generated photo contest that would inspire an entire Film Festival - 10 films directed by 5 Celebrity Directors and 5 creative consumers. Supported by Academy Award-winner Ron Howard, the project saw unprecedented levels of engagement and earned media for the brand. In just over 7 weeks, this phase of the project saw nearly 200,000 new members, photos, votes and comments, and more than $20 million in earned media value. And most importantly, Canon’s declining sales trend was reversed, helping the brand to maintain the coveted #1 position in the Detached Lens Camera category.