New models in the 3-year-old Legria brand were recently unveiled across the Southeast Asia region.
Canon roped in Hakuhodo Communications Asia to work on the strategy for the contest. Hakuhodo also handles Legria's global campaigns.
"There wasn't a brief per se, but Canon told us they wanted something different, something that consumers could experience," said Tanner Nagib, account director at Hakuhodo.
Nagib said while Canon has run several photography contests in the past, this is the first time it has launched a video contest.
Anyone with a video recording device, including mobile phones, can upload their original two-minute clip on a contest website by 3 September. The winners will receive a prize of US$2,000 cash and a Canon Legria camcorder.
The microsite also features some of the region's top videographers and some sample stories to help participants. The contest began on 1 August.
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