Canon - Wider Picture

Celebrate the importance and value of photojournalists by telling an important story in an original way.


Photojournalists are in pursuit of images that will trigger debate, inspire action and alter people’s perspectives.


Build credibility with the photojournalist community by collaborating with Reuters, the world’s largest news agency, to capture and bring to life the story of Britain’s hottest musical trend, Grime.

The Challenge

Throughout history there are images that have changed the world by drawing attention to real-life events. The young Syrian boy pulled from the rubble in Aleppo is a recent example, but there are thousands of others.

But photojournalism is a tough career – media is shrinking, technology is evolving, and citizen journalism is rising. As a result, photojournalists are rarely celebrated for the invaluable work they do in telling the stories that need to be told.

Against this backdrop, in August 2016, Canon launched its latest professional DSLR camera – the EOS 5D Mark IV – with the aim of enabling photojournalists to capture and tell those stories.

The Solution

Our strategy was threefold: align with the industry, capture the story and bring the story to life.

Working closely with Reuters, we carefully selected one of their professional photojournalists, Paul Hackett, known for capturing some of the UK’s most important breaking news stories. We gave him a camera and tasked him with capturing an incredible untold story, one that was local, true to photojournalism and centred around ‘positivity in adversity’ a theme designed to resonate with photojournalists.

Paul set his sights on the fast-growing popularity of Britain’s new musical obsession, Grime. The story followed the trials and tribulations of some of London’s up and coming crews – some of whom come from dark backgrounds and deep struggles – and was brought to life through a pop-up urban art exhibition and Pop Brixton.

The Work

The Results

The campaign delivered 21,538 impressions and 11,175 page views with an average dwell time of three minutes and 44 seconds. The urban art exhibition itself was seen by approximately 50,000 people in 10 days and through the event, we engaged lifestyle media and influencers with the likes of instagramer Jess McDonald (93.3K followers) and Lucy Mansfield, South West Londoner amongst the attendees. We also secured three pieces of national coverage and an interview with Paul on London Live.




people saw the urban art exhibition


pieces of national coverage

Not the tasty ones you'll get when visiting us but just as important, our cookies make your browsing experience better. Find out more here.