As an advertising agency, we were commissioned to activate Canon’s Christmas campaign in Sweden and Denmark. The campaign was called Share Your Love and gave Canon buzz and spread both digitally and physically. The basic offer was a visually appealing box of giveaways, which customers received with the purchase of any Canon product.

Our solution for spreading the offer was a conceptual multi-stage rocket and partial guerrilla marketing, where we had to disguise ourselves to avoid detection. We developed a web application where you could upload pictures from your smartphone. The pictures were shaped like a heart where you could add a text to send a personal message to someone you liked. They then shared their heart messages on Facebook at the touch of a button. This was just the beginning.

The heart message was also submitted to a database. The message was then projected onto a building in the centre of Stockholm or Copenhagen during the evening of the event. To spread the word about the app and the upcoming event, we made videos that were promoted on Canon’s social media channels and as Youtube prerolls. The target group shared their messages on Facebook, which went viral.

Unfortunately, Stockholm City was not as keen as we were on the idea of projections spreading love in the winter rush, so we had to improvise.