Published by isobel.regan@dontpanicprojects.com
Published Date 17.06.2024 
ITCH is pleased to announce that we have been shortlisted for three prestigious awards. The M&G Investments: Accidental Wes Anderson Campaign has been nominated for both the Finance Content Campaign of the Year and the Video Content Campaign of the Year. Additionally, our Canon Europe: Hybrid Lens Campaign is in the running for the B2C Content Campaign of the Year.
At ITCH, we specialise in creating exceptional film, animation, audio, and photography campaigns that build meaningful connections between brands and their audiences.
Background & Objectives
Canon Europe
We collaborated with Canon Europe on an EMEA-wide social media campaign to launch their first hybrid lens, the RF 24-105mm F2.8L IS USM Z. This lens is designed for modern professionals who need to switch quickly between photography and video across various genres like documentary, news, weddings, corporate events, education, and social media.
The campaign’s content had to impress with creative execution and highlight the lens’s technical features. With no paid media support, the content aimed to explain the hybrid lens’s benefits, inspire exploration, and ultimately drive purchases.
M&G Investments
M&G Investments was about to launch Ampersand, a unique print and digital magazine similar to Wired but tailored for investors. They partnered with ITCH to create a series of videos for a two-month LinkedIn campaign supporting Ampersand’s launch.
In recent years, thought leadership has become a vital tool for asset managers to engage with clients and prospects. However, the communication often feels uninspired. M&G, known for its relentless pursuit of innovation, aimed to stand out with this campaign.
Strategy
M&G aren’t afraid to be human, open and have fun with their communications. With that firmly in mind, ITCH devised LinkedIn video content for M&G’s LinkedIn company page – something totally unexpected to creates buzz and heighten awareness with UK-based Investment Professionals.
The main asset is a one-minute video that piggybacks on the hugely popular TikTok trend ‘Accidental Wes Anderson’. That was supported by a short teaser video and three follow up animations aligned to Ampersand articles.
For Canon, we quite literally put the lens in the hands of a unique hybrid shooter. A lifelong Canon user, high-end men’s fashion photographer, videographer and influencer Jamie Ferguson was the ideal choice. He could confidently talk through the tech specs, and the hybrid lens would perfectly capture his distinctive and quirky style to grab visual attention.
To prove superior quality and versatility, all content was shot on location in Florence using just the hybrid lens – by Jamie and ITCH. The final content output reflects all that – beautifully shot, beautifully produced, beautifully put together.
The content would be leveraged across Canon Europe’s 130+ owned social media accounts, including Facebook, Instagram, X, LinkedIn and TikTok – with no paid activity:
• A Love Letter to Florence: 1.5-minute ‘hero’ YouTube video shot by Jamie/edited by ITCH
• Behind the Scenes: 7-minute YouTube video of extreme importance, because people who buy this type of lens really care about the technical side of things
• Four short social content ‘reels’: About specific lens features
• Product & lifestyle photography: For Canon to use across their owned media channels
George Owen, Founder & Director at ITCH, said:
“Both campaigns were the perfect tool to cut through the ‘sea of sameness’ in the market. The golden rule of project management is that the triangle of time, scope and cost must balance to deliver a high-quality final deliverable. In our case, something pretty special was delivered in both campaigns, despite a huge scope within a small budget and extremely short timings. That’s testament to unwavering commitment by the ITCH teams. We feel like we’re already winners!”
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