Lake Success, N.Y. -
said Monday it has renewed its partnership with director/producer/actor Ron Howard the second year of the Long Live Imagination brand campaign.
The new phase of the campaign launches online May 7 on the heels of the Ron Howard and Canon U.S.A. "Project Imagin8ion" campaign, which was the first user-generated photo contest in history designed to inspire a Hollywood short film.
For the second year of Long Live Imagination, a new television commercial will debut on May 14 and will showcase the eight winning photographs of last year's Project Imagin8ion" teasing "Ron's Next Project."
Canon has updated the
hub site featuring a personal message from Ron Howard taken from the set of his current film project, "Rush."
The print campaign will launch on May 28, and details of the new consumer contest will be revealed this summer.
Last year, Canon and Ron Howard teamed on Project Imagin8ion, which invited photographers to submit their most imaginative photographs based on a series of movie themes as part of a promotional contest.
The entry categories represented eight story-telling elements -- like setting, character and goal -- that would ultimately shape the film.
The contest generated nearly 100,000 submissions, from which Ron Howard selected eight winning photographs to inspire his next production, which was directed by his daughter, Bryce Dallas Howard.
"When You Find Me" was shot using Canon cameras, including the Cinema EOS system and DSLR cameras and lenses. After the world premiere in November 2011, the film screened at Sundance, SXSW and Tribeca film festivals.
It was also shown in theaters across the country, including the hometowns of the eight local winners. The 30-minute film will debut on IFC -- commercial free -- May 21 at 8 p.m., ET/PT.
"I loved the concept behind Project Imagin8ion, a very pure experiment that showcased the power of still images on narrative story-telling," said Ron Howard. "I'm excited about what's on the horizon as I partner with Canon for year two of this fantastic creative adventure."
"The success of the Project Imagin8ion campaign was unprecedented, and we are thrilled to align once again with Ron Howard for the next iteration of this journey," said Yuichi Ishizuka, Canon U.S.A. imaging technologies and communications group executive VP and general manager.
Grey New York, Canon's agency partner, will develop the creative and digital elements of the multi-phase campaign.