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Case: Canon Kaffegram

Everyone loves dog pics!

And that's why we wanted to do this photography campaign in collaboration with our long-time customer Canon.

We wanted to offer an alternative view on professional photography through pet pictures, while making some of the techniques used by professional photographers available to everyone using a wide variety of photography tips.

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Premise and goals

The basic premise of the campaign was to introduce some new aspects of photography, get people interested in photography techniques and sell cameras and peripherals. We wanted to emphasise to hobbyist photographers that, with the help of pro tips and the right equipment, anyone can take amazing pictures.


Implementation and solutions

The campaign was done together with Harri Tarvainen, a professional photographer specialised in outdoor and action shoots, and his faithful dog Kaffe. Harri was a natural choice as he shares Canon’s values: it's important to encourage everyone to have a go at taking pictures.

Avalon created a campaign concept for seven countries. This included a landing page that introduces Harri’s photography tips, a 7-country social media campaign, a tailored e-mail message as well as several Instagram posts in Canon Nordic's and Kaffe’s profiles.

Canon Kaffegram


For three weeks, the Kaffe posts were the most popular posts in all of Canon Finland’s social media channels: they received a higher-than-average number of views, clicks and reactions.


Follow the stars of the campaign on Instagram: @harritarvainen @kaffegram

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