Creativity

This Heartwarming Film for Canon's Lifecake Will Appeal to Families Everywhere

Mobile Photo Sharing App Is Also Running Social Campaign

By Alexandra Jardine. Published on Dec 01, 2015

Editor's Pick

Mobile photo sharing app, Lifecake, which was acquired by Canon this year, highlights how meaningful photo sharing can be in a truly heartwarming online ad from Razorfish London that will appeal strongly to families.

"Me and my Bear" is the story of a child and his favorite teddy bear, a present from his grandmother when he was born. As he grows from baby to child, we see the role the toy plays in his life, including in the photos sent from his parents to Grandma. Later on, the bear even features in a video clip sent by the child (a vignette that'll ring true for parents of modern day, tech-savvy kids) and is central casting in all kinds of imaginative games.

The final scenes might well have you bawling, and the effect is thanks in no small part to the perfectly-chosen soundtrack: a cover version of Yazoo's "Only You" composed by Christopher Hayden of Florence and The Machine. The film was directed by Michelle Craig ("Mich") of Unit 9, in her directorial debut.

Razorfish is also running a social campaign to promote Lifecake that coincides with the film, asking people to submit photos of themselves with their favorite childhood toys to win prizes via Canon.

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About

Credits

Date
Dec 01, 2015
Agency:
Razorfish London
Client:
Canon Lifecake
Director:
Michelle Craig
Production Company:
Unit9

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