How we turned a run-of-the-mill product catalogue into Canon’s most successful sales campaign ever.

In late 2016 Canon approached us to create a product catalog for the summer holiday period.  With very little time, and equally little money, we wanted to approach things differently.

Not wanting to get caught up in all the retail noise, and knowing people don’t by cameras they buy the experiences they enable, we decided to create a different sort of catalogue – one filled with inspiring travel images and stories.

While developing the content, we found a powerful insight around travel – that no matter how many times you visit a destination, there will always be something magical about the first time you went there. So we recruited seven up and coming Australian travel photographers to tell us the story of their maiden travel adventures and the camera gear they used to capture it.

We then turned their inspiring stories and high quality images into a 60-page travel brochure that shed light on some of the world’s most desirable and ‘on trend’ travel locations. Of the 60 pages of travel stories, only 10 featured any product images, but the context each product had saw products sell like never before.

What could have been a disposable catalog became something people wanted to keep and actively requested from the brand, driving record sales for months on end.