Canon Camera Campaign Challenge

Students from two schools in Surrey were challenged to think creatively to design an advertising campaign targeted at encouraging ‘Gen-Z’ to use cameras.

canon challenge

FOCUS: Using market research to inform their decisions, encourage students to develop the softer skills needed for employment such as teamwork, communication and presentation skills.

25 students from East Surrey College and Reigate School were set the challenge by leading digital camera manufacturer Canon to conduct market research and plan a marketing campaign that would encourage young people their age to use cameras again in the age of mobile phone photography.

The students attended a launch event at Canon's Reigate headquarters where they were taken on a tour, met volunteers in a variety of roles across the business and took part in a series of workshops to help them form their campaign.

Team campaigns were submitted to Canon via video for final selection and one team from each school was chosen and invited back to Canon for a 'Dragons’ Den' finale to pitch why their campaign should be chosen to market Canon cameras.


  • 86% of the students that took part said the challenge helped them feel better prepared for the world of work
  • 96% said the challenge helped them improve their speaking and listening skills
  • 95% said the challenge helped them have a better idea of what they can achieve in the future


"Talking to the professionals really helped me understand my Business Studies course better. I learned about the different parts of a business and got a really good experience of how marketing works."

Student, East Surrey College


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