Inside View

Canon activates Rugby World Cup 2023 sponsorship with ‘Inside View’ campaign, created by Wunderman Thompson UK

Canon is bringing its Rugby World Cup 2023 sponsorship to life in a new campaign featuring the Portuguese national team – photographed by the Portuguese national team.

Canon is the Official Imaging Supplier of Rugby World Cup 2023, marking the third tournament it has sponsored. Its role is to make sure the fans don’t miss a second of the action, which it achieves by supplying a full range of support from its diverse businesses, including cameras, lenses, video camcorders and network cameras.

‘Inside View’, created in partnership with integrated marketing agency Wunderman Thompson, adds a new element to this role. Its starting point is equipping Portugal’s players and support staff with Canon PowerShot V10 cameras – along with a platform to share their own stories about life in sport and life all around it, in their own words and through their lens.

While there will be over 400 accredited photographers at the tournament, they will have their cameras trained on the pitch. By contrast, the players’ photography will show a different side to sport: in training, during down time, around family and friends. They’ll show what happens when the subjects of stories become the authors themselves. To help tell those stories, Wunderman Thompson will receive a daily feed from the players themselves, curate them, and share them on Canon’s VIEW content platform.

The campaign will launch on 11th October, and run until 25th October. As well as being featured on VIEW, it will run across paid social, with ads running across Meta, LinkedIn, and YouTube.