Cultural Insight
Comms Strategy
Digital
Concept Development
Partnership Management

Red Straps Youth Mentor Program

Brief

Data tells us nearly 90% of photographers and filmmakers who start their creative journey with a Canon camera are likely to stay loyal to the brand for the duration of their lifetime. However, with aggressive marketing by the other players in the category for the all-important 16-24-year-old consumer, Canon tasked Monster Children Creative to look at non-traditional ways to engage with this target demographic to build ongoing brand loyalty and adoration. 

The Work

Armed with a strong insight that young creatives have huge barriers to entry to gain mentoring and real-life experience in both the photography and filmmaking industries, Monster Children Creative developed the on-line platform Canon Red Straps, that matched aspiring talent with actual talent immersed in the industry. Mixing mentorships with educational modules, this free digital-first platform is now into its third iteration, building in scale every year and still judged as the most effective social campaign within the Canon portfolio of brands marketing campaigns.