Canon AC1 client research

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Brief

I have been asked to create a series of print adverts for Canon camera's new campaign 'journeys'. The campaign is aimed at 15-25 year olds and must reflect how photography can be used creatively on it's own or with other forms of media. The adverts must reflect Canon as a company by including photography. 

Target audience 

The target audience is young people aged 15-25. This means the content of the adverts must reflect this. This could mean including light tones and themes rather than darker tones. This will be more captivating for the audience and help the overall message of the journey's campaign be projected effectively. 

Client 

Canon is a Japanese photography hardware manufacturing company which was founded in 1934 by Guru Yoshida. Yoshida was inspired to start Canon after developing an interest in disassembling and analysing high end cameras. He found that many high end cameras did not contain high end materials, despite being expensive. he wanted to create a camera that was high quality and affordable. He established precision optical instruments with his 2 partners, Tokyo Meda and Subaro Uchida. A year later they released the Buddhist, a 35mm camera exclusively sold in Japan. 

In 1959, Canon released the Canon flex, one of only 8 available on the market at the time. The Canon flex was the beginning of the widespread popularity of SLR cameras. After the release of the Canon Flex R2000, many other camera manufacturing companies, such as Nikon, brought out their own SLR camera, sparking the revolution in photography 

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