Work
Make mountains out of molehills? Yes, we Canon
With aspirations to reignite excitement around its PowerShot V10 series, Canon turned to antics@play for a splashy relaunch of its new white variant across Asia. With an eye toward extending the V10’s shelf life while exploring new audiences, we rolled up our sleeves, blasted some K-pop and got to work turning “just a colour refresh” into a statement piece.
Challenge
Few years after its initial launch, the buzz for PowerShot V10 (positioned as a vlogging camera) had waned by 2024. Facing stiff competition from rivals like DJI and Sony, we were unconvinced that a white variant could move the needle. With limited budget, minimal time and outdated assets, the question loomed: Could we reel in a new wave of users and prove the V10’s story was far from over?
Solution
We began by diving deep into the region’s vlogging culture–from beauty and fashion to gaming and mukbang. Our research revealed that young creators see their gear as a personal statement, leading us to the central big idea: “Impossibly Chic. Incredibly Versatile.”
We then built 5 narratives–covering food, fashion, beauty, gaming and music–to highlight how the white PowerShot V10 seamlessly fits different lifestyles. This modular toolkit of videos, lifestyle photography and a refreshed brochure allowed each market to adapt content with ease.
Instead of producing fully localised assets for every country, we tapped into K-pop’s vibrant energy for regional appeal–crafting fast-cut videos set to catchy beats, balanced by on-trend styling that felt aspirational yet grounded in real-world vlogging. Not only did this save on time and budget, our 1-day shoot–set in a real residence with minimal set-dressing and borrowed props–helped the brand promote authenticity and sustainability.
Within 2 weeks of launch, the white PowerShot V10 splashed across Singapore, Malaysia, Indonesia and Thailand–sparking immediate interest from Hong Kong to the Philippines.
Some videos garnered more than 12x the typical engagement of Canon’s usual content–and a staggering 812K views on Canon Asia’s IG page–within weeks of launch.
Most importantly, we breathed new life into a camera once considered end-of-life. With minimal resources and fresh creativity, we helped Canon prove the white PowerShot V10 is, indeed, “Impossibly chic, incredibly versatile”.
