Canon is a Japanese company that produces cameras and photography equipment. They want to create a print advertising campaign targeted at 15-25 year olds to promote brand allegiance. The campaign will center around the theme of "journeys," either literal or metaphorical, and will need to make a strong impression to encourage future purchases. The ad will take the form of a magazine cover.

1. New Brief:
Cannon
Audience: 15-25 year olds
Social Grade: D/C2/C1
Psychographics:
Explorers/Reformers
The client for this project is Canon. Canon are a
Japanese company that create cameras along with
other photography equipment and electronics such
as Lenses, Scanners, Printers and Binoculars. The
purpose for this campaign is to create a advert
centred around the idea of journeys. This can be a
literal journey or a metaphorical one which gives
me a lot of room for ideas. This advert will be
directed at young people as Canon wants their
consumers to create a brand allegiance to their
company. To create the desired effect this advert
will need to be impactful and leave an impression
on the audience if we want them to continue
purchasing Canon products in the future. The
actual piece of media will be print media that will
be used as a Magazine cover.

2. Constraints/Initial
Thoughts
At first thought, the project seems easy enough to handle as when production
and editing begins for the project I will have already completed the NHS Better
Health campaign completely, so I’ll have already used Photoshop properly
before. The only constraint I can think of is the theme which is ‘Journeys’
which can mean a lot of things and there are a lot of avenues I can go down
when thinking of an idea for magazine cover. Nevertheless, coming up with an
idea will not be a problem its