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The rise of the smartphone is fighting with the camera industry for sales. How do we make cameras relevant to young female millennials in Asia? 



Travelling with stuffed teddied is also know as Nui-dori (ぬいどり).

“Nui-Dori” – Nuigurumi means plush toy and Dori means shooting here.


Nui-Dori is a recent craze amongst Asian female millennials.

Beyond sharing their holiday snaps, these females want to inspire their social followers by adding a creative perspective to their travel photos. 


Creative Business Solution

We used a famous ‘celebrity’ – The one and only RILAKKUMA and its adventures captured by EOSM10. We created a series of assets from  print to online films to social content assets. A limited edition EOS M10 x Rilakkuma camera set was also produced as part of the collaboration. More than 100 stores in the region were dressed up with Rilakkuma items during the 6 month activation period, and we invited the Rilakkuma mascot to selected stores for a Meet and Greet session to generate more Awareness for the campaign.


A 3-month #ToyTravel contest was created for people to show their creativity and love for stuffed teddies to win a camera. 



We hit a reach of 20 million out of 40 million impression and 14.7% engagement on Facebook.


For Instagram we hit a reach of 4.8 million beating the category average of engagement by 400%.

The sales for EOS M10 in the category has four fold as compared to previous year. 


Campaign Video

Canon Eos m1o x rilakkuma

Consumer Electronics