Camera maker re-ups marketing partnership for a second round

After the success of “Project Imagin8tion,” Canon has partnered with Ron Howard for a second year of the brand campaign with “Long Live Imagination.”

“Project Imagin8tion” collected some 96,000 photo submissions to create the storyline for a short film. Howard teamed with his daughter Bryce Dallas Howard to select eight for the film that she helmed titled “When You Find Me.”

The digital campaign for “Long Live Imagination” kicks off online today with plans to release a commercial May 14 showcasing last year’s winners. Viewers will also be encouraged to watch a YouTube video with a message from Howard in which he admits that he used elements from the “Imagin8tion” filmmaking process in his latest pic, “Rush.”

Canon U.S.A. marketing manager Rob Altman said last year’s campaign could’ve been a one-off, but the submissions and feedback inspired a second round.

“We always viewed it early on as something experimental and see how it goes and never committed to something in the future,” Altman said. “We really enjoyed the process from start to finish and it was a mutual decision between us and Ron to come back and do it again.”

The print campaign will launch May 28, and details of the new consumer contest will be revealed in summer.

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