By combining each of “‘This’ is my life.” photos of more than 6,000 entries and creating a photo mosaic art through the collaboration between Canon and the users, the graphic created an interactive and participatory communication, through which Canon’s message was shared.

“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.”

The users forming a part of the ad graphic voluntarily shared it online, resulting in the advertisement going viral across SNS and other platforms from the date of release.

Besides the wide recognition it has earned, the advertisement prompted those who did not take part in the campaign to realize their interest in photos and the act of photo-taking.

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.