Whatever it takes

To respond to Sony's expansion into professional lenses, Canon needed to grow its membership in its professional service (CPS). We created a new creative platform for CPS, ‘Whatever it takes’. The idea tapped into the one thing pro-shooters have in common, respect for a great shot.  We celebrated the stories behind the shots, with the help of our Canon Pro Ambassodors in a fully integrated campaign.

Just one day after the campaign launch, CPS had nearly a thousand new members. Smokin’.