The Canon Story Beyond The Still HD Video Contest was created to galvanise people to look at Canon DSLR cameras differently. To demonstrate how all Canon DSLRs are now Full HD video capable, giving everyone the ability to shoot moving photography with every frame as beautiful as a still photograph. Furthermore, the contest launched the new Canon EOS 7D, offering our savvier target of aspiring filmmakers a more affordable high-end DSLR, with the ability to shoot big screen quality films without the Hollywood price tag. This, coupled with a forum to showcase their filmmaking abilities, instantly won the hearts of this inspired target, providing them the perfect excuse to unleash their creative potential in a meaningful and rewarding way.

To showcase Canon’s new HD DSLR cameras, Canon and Vimeo hosted the largest collaborative user generated film effort in history. Aspiring filmmakers were invited to pick up where the previous winning short film had ended, on an evocative photograph, and create a short film, providing their own story beyond the still. By the second month, participation had grown into the millions. Finalists were narrowed down by a star-studded jury, and the winning chapter was chosen by the world. The public quickly took notice of this unique contest through online media banners, viral seeding, movie posters, features on websites like Ad Critic, and chatter all across the blogosphere. Film schools even joined in, using the contest as part of their curriculum.

The first month alone spawned a tidal wave of entries, and Canon EOS 7D weekly sales exploded, increasing by 88% since the contest launched, making it the #1 selling DSLR in the world. Huge spikes in sales also spilled over to the Rebel T2i and 5D Mark II. In the wake of the contest, Canon DSLRs began to revolutionise the industry. Touted in Boards Magazine as a growing choice among commercial directors; used to film episodes of Emmy-winning FOX shows, “24” and “House”; and are now even taking the place of full length feature cameras for Indie and Hollywood films.

With the advent of Canon’s HD SLRs, a new horizon of quality and resource became available to masses, turning almost anyone into a potential cinematographer. A realisation spreading like wildfire on HD film sharing sites like Vimeo.com. We just needed to give that audience structure and purpose. This contest was the perfect fit. First off, by harnessing people’s collective creativity towards a common goal. And secondly, with such a high profile judging panel, we lured in entrants of all skill sets, with dreams of being discovered. Winning cameras and lenses to further their craft didn’t hurt either.