Canon's '#iamkyosei' Campaign: Empowering Youth with Purpose and Creativity
Canon Singapore's '#iamkyosei' campaign harnesses Gen Z's vision for a connected future. It's a bold move nurturing creativity and social responsibility.
In a dynamic move to resonate with a younger audience, Canon Singapore has unveiled its ‘#iamkyosei’ campaign, aimed squarely at Gen Z. According to European Business Magazine, this initiative not only bridges the brand’s rich heritage with contemporary youthful vigor but also champions their spirit of creativity and desire for societal improvement.
Youth-First Approach
Canon’s ‘#iamkyosei’ campaign celebrates youth through a lens of self-expression and responsibility. Underpinning this is the philosophy of Kyosei, which translates to living and working together for the common good. This initiative recognizes the distinctive traits of Gen Z, who are not just consumers but creators driving change through digital interactivity and authentic connections.
Building Authentic Connections
In a market where traditional brands are recalibrating their identities, Canon seeks to align its corporate values with those of Gen Z — a demographic that values accountability and transformative action. The campaign spotlights the beliefs of today’s youth while reaffirming Canon’s role in fostering a more compassionate society.
Embracing Emotional Storytelling
At its heart, ‘#iamkyosei’ seeks to forge an emotional bond with Gen Z by celebrating their resilience, creativity, and entrepreneurial spirit. From engaging in diversity to developing technology for good, the campaign empowers youth to reach their full potential without limits.
Canon and Community Engagement
Furthering its commitment to community engagement, Canon Singapore partnered with the Photographic Society of the National University of Singapore for the Montage 2025 photography event. This partnership provides young photographers opportunities to explore, exhibit, and hone their craft in collaboration with industry experts.
Living Kyosei Beyond the Surface
Canon’s ‘#iamkyosei’ campaign is not just an outward expression but an internal practice, with employee-generated videos highlighting stories of personal agency within the organization. This depiction of Kyosei in daily operations reinforces the philosophy’s depth and breadth across Canon’s corporate landscape.
As the campaign unfolds, Canon continues to demonstrate its dedication to nurturing the next generation of changemakers and storytellers, crafting a narrative that extends beyond product features to touch the core values of community, creativity, and positive societal impact.
