The creative direction for this campaign revolves around showcasing Canon’s smallest full-frame camera, emphasizing its compact size without compromising on power and performance. The use of the miniature, annoyed dogs in each campaign image adds a playful and attention-grabbing element, reinforcing the concept of “thinking smaller” while still delivering impressive results. The campaign tagline, “Think smaller, but more bark,” cleverly plays on the idea of the camera’s compact size (“smaller”) while highlighting its powerful capabilities (“more bark”).

The theoretical problem solved  with this campaign is the misconception that smaller cameras sacrifice power and performance. By featuring miniature dogs alongside the EOS RP, the campaign effectively communicates the message that “thinking smaller” doesn’t mean compromising on quality or capability. The playful and visually appealing imagery captures viewers’ attention and prompts them to reconsider their perceptions of small cameras, ultimately driving interest and engagement with Canon’s smallest full-frame camera.