From the film cameras of the past to the emergence of digital cameras and rising popularity of smartphones, SNS, web media, etc., the act of taking photos has become generalized, gone beyond the scope of a personal hobby, and become a communication tool through sharing. In such trend, Canon had to redefine its significance as a camera manufacturer.

By featuring photos solicited from general users, the advertisement attempted to widely share Canon’s message in an optimal way.

“All the photos I take represent my life. And I am the only one responsible for realizing my life.”

By featuring “‘This’ is my life.” incorporating such ideas as the slogan, we ran a campaign to solicit photos taken by cameras and smartphones from a wide range of users, including light users without a proper camera, under the theme of “Show me your life.”