Canon Nordics

Jenni Lindström, Nordic Marketing Director
Cathrine Stenemyr, Channel Business Developer
Andrea Frövin, PR & SoMe specialist

Uncle Grey *Lead Agency

Clara Prior-Knock, Associate Creative Director
Mads Alexander Nielsen , Art Director
Josephine Winther-Poupinel, Chief Operating Officer
Patrick Poulsen, Strategic Director
Lars Samuelsen, Chief Strategy Officer
Newsha Dalman, Account Manager
Anna-Sophia Rabe, Strategist

In today’s world of deep-fakes, photoshop and fake news, images are increasingly mis-used. Photographers, whose raison d'être is to document reality, have little power over how to protect their imagery. For Canon to reconnect with its core audience, we created Truthmark – a platform functioning like an “image bank of truth”. Here photographers can upload and protect their photos by attaching the real story behind. In doing so, we show how a category-relevant insight can infuse a brand with a new purpose and increase market share from 26% to 33.5%.