CANON: SHARE YOUR LOVE
Christmas Campaign, Digital Experience, Guerrilla Activation & Film
Client: Canon
Creative Concept: Linnea Härjerud, Bestis
Art Direction and design: Linnea Härjerud, Bestis
App Design: Linnea Härjerud, Bestis
Film Production: Filmgänget AB
For Canon’s Christmas campaign Share Your Love, I, together with a creative team, developed and art directed an integrated brand experience spanning retail, digital interaction, guerrilla activation, event production and film.
The campaign began with a tangible offer: customers purchasing any Canon product received a visually designed gift box filled with generous giveaways. But the ambition was to turn the promotion into something much larger: a participatory campaign built around images, personal messages and shared moments.
The case is described more under the videos but first:
Let’s watch some film
The concept
The creative idea was to let people use their own photographs to share love in a visible and memorable way.
We developed an interactive web application where users could upload images directly from their smartphones. The images were arranged into a heart and paired with a personal message, creating a unique digital greeting that could be shared on Facebook.
The app transformed personal photography into campaign content, allowing the audience to become part of the creative expression rather than simply receiving a message from the brand.
Campaign films were produced to introduce the concept and encourage participation.
From digital interaction to public spectacle
Every heart and message submitted through the app was stored in a shared database.
The digital content was then taken into the physical world and projected at large scale onto well-known buildings in central Stockholm and Copenhagen during dedicated event evenings.
People gathered to watch their own images and messages appear across the city architecture, turning private expressions of affection into a collective public experience.
The activation even became the setting for a real marriage proposal.
Guerrilla execution
Projecting campaign content onto prominent city buildings came with a few practical complications, including local authorities who were not entirely convinced by our plans to spread love across the urban landscape.
To keep the activation moving, the event team dressed as road workers and operated discreetly from the street.
It was unconventional, slightly rebellious and entirely in keeping with the spirit of the idea.
The complete experience
I was responsible for the creative concept, art direction and execution across the campaign’s many touchpoints, including:
The retail gift box and printed materials
The interactive campaign application
The visual identity and digital experience
The guerrilla projection events in Stockholm and Copenhagen
The event direction and public activation
The campaign films and final event film
The live events were filmed and edited into a final campaign film combining real audience reactions, projected content and Canon’s Christmas offer.
The film was then distributed across selected digital channels according to the campaign’s media strategy.
The result
Share Your Love connected Canon’s core product, photography, with something deeply human: the desire to capture and share meaningful moments.
By moving seamlessly from product promotion to digital participation, public activation and film, the campaign created a complete brand experience rather than a conventional Christmas offer.
The campaign gained widespread digital attention and was warmly received in both Sweden and Denmark, becoming a memorable and highly engaging expression of Canon’s role in helping people share the moments that matter.