Canon Canada is a leading provider of consumer, business and medical digital imaging products designed to enhance people’s lives and drive business performance.

The Canon X0D series has appealed to a wide range of photographers throughout its existence, from amateur enthusiasts and semi-pro photographers through to professionals who appreciate a high-quality camera. Canon was ready to launch a new camera model that was both aspirational and attainable but would appeal to a user that had outgrown their existing Rebel XX0D camera.

With the new EOS 60D DSLR model, Canon was giving photo enthusiasts a powerful tool to foster creativity with better image quality, more advanced features and automatic and in-camera technologies.

We were tasked to develop a Free Standing Insert (FSI) for newspaper insertion. The purpose was to raise awareness and generate sales upon the launch of the new Canon camera. In particular, we needed to highlight the camera’s new and improved features, especially the flip-up vari-angle screen, which was a first of its kind for the Canon EOS DSLR series.

Our thought-provoking creative allowed the participant to interact and flip each section of the brochure open to a reveal message. Once unfolded, the creative showcased the “big picture” of the Canon EOS 60D DSLR.