Canon pioneers new screen format in Hong Kong

HONG KONG — Mindshare Hong Kong has created a unique screen format for the launch of Canon EOS 70D. 

EOS 70D is a mid-range digital SLR camera, ushering in a new generation of digital imaging technology with the newly developed Dual Pixel CMOS AF system for enhanced focusing speed and precision for both movies and still images.  A TVC with beautiful footage of artists dancing in different scenarios was captured using this camera.

The target audience is highly mobile and likes to be social. Mindshare and JCDecaux Cityscape converted one of the busiest and trendy bus stops at Tsim Sha Tsui into a unique new screen to capture the mobile target audiences with the new Canon TVC. The creative agency was Communion W.

The disruptive format from static images to moving image serves came as a surprise to consumers. In fact, it is the first big screen with high-resolution quality in the streets of Hong Kong. The standard video wall, which is usually only found in either residential or commercial buildings, was brought to the consumer’s eye level with high quality visual impact.


Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific.  Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. 

Shruti Dixit
Marketing & Business Development, Asia Pacific
+65 9299 0640