Razorfish and Lifecake launched “Me and My Bear”

Creativity, Digital & Media, Marketing

Razorfish, part of the Publicis.Sapient platform, recently launched a multichannel communications campaign, influencer engagement and online film “me and my bear” for popular photograph sharing mobile application, Lifecake.

Lifecake – acquired by Canon in 2015 – is a mobile app (available in AppStore and Google Play) that allows its users to store all of their child’s captured image moments in one place so that family and friends can enjoy them again and again. Users are encouraged to share their child’s daily stories with family and loved ones near and far, reliving and reminiscing together; enabling special memories of children captured from the very beginning of their lives to be accessed on a timeline as they grow and mature.

In response to the brief to showcase Lifecake to a defined audience of parents to children aged 0-5 and their extended family network, Razorfish constructed an integrated brand awareness and response campaign.  The two-pronged approach encourages direct engagement with Lifecake, underpinned with media, social, editorial and blogger relations to generate organic and paid for exposure of the app, boosting credibility, awareness and referral to download.

The online film is inspired by nostalgic reflections of a special childhood toy that all thought of as their best friend. Those toys offered confidence and support, many of us holding onto that beloved cuddly friend because of the many memories it holds.

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Razorfish London’s Sarra Collins and Steph Hamill, with International Executive Creative Director, Nick Turner, concepted, wrote and managed the film creation which was partnered and directed by MICH and produced by UNIT9, with music a cover of Yazoo’s and Alison Moyet’s “Only You” created by Christopher Hayden of Florence and The Machine. An emotionally engaging visual piece, “me and my bear” brings the app to life by telling the story of the relationship between child and toy, the bonds of modern-day family no matter how far apart and Lifecake being used in real-life situations. The film launches via social channels in the UK today, and will rollout across France, Germany, Italy and Spain.

Aligned to the movie is an incentive based competition which also launches today on social channels. Participants are invited to upload a photo of them and their own special childhood toy, via Facebook, Twitter and Instagram, along with a note on why it’s special. Entries must include the hashtag #MeAndMyBear and the @Lifecake handle.

Entrants need to engage their own social media network to ‘like’ their selfie to be in with a chance of winning a prize. One lucky winner with the most votes will receive the top prize of a family holiday, while five runners up will receive further smaller prizes, including Canon products.

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We partnered with Razorfish to bring Lifecake’s functionality to life, leveraging their expertise of digital world consumer behavior. We anticipate the film will provoke nostalgic emotional responses encouraging more users to share visual moments, fueling ongoing exchanges with their network of loved ones.

Alberto Spinelli,

Director, Digital Services Business Canon

Canon is an example of an organisation transforming its business offering to adapt to the evolving needs of its customer. It’s been extremely rewarding to partner with the team to define this transformative digital strategy and roll out the integrated brand response and awareness campaign.

William Lidstone,

Global Chief Marketing Officer Razorfish

Razorfish was appointed to Canon’s digital roster early 2015 and went onto secure the Lifecake digital consultation and creation work in April this year.


  • Razorfish London
  • Agency contact: Maya Hart, VP Global Communications
  • Client: Alberto Spinelli, Director, Digital Services Business, Canon Europe Ltd.
  • Copywriter: Steph Hamill
  • Art director: Sarra Collins
  • Planner/CSU Director: James Buchanan
  • International Executive Creative Director: Nick Turner
  • Media agency:PHD
  • Media planner: Rebecca Burchnall
  • Production company: UNIT9
  • Director: MICH
  • Music composition and production: Christopher Hayden
  • Audio Post Production: Factory and Pure Soho
  • Post Production: Smoke and Mirrors
  • Exposure (media channels): Digital

Motivated and inspired by what’s next, Razorfish helps its clients navigate the unknown, drive change and transform business. One of the pioneers of marketing in the digital age, Razorfish has a unique blend of technology, creativity and media at its core. The agency’s world class capabilities in strategic consulting, experience design, brand building, technology platforms, data services, retail/commerce and media services enable transformational work for clients including Citigroup, McDonald’s, Mercedes-Benz USA, Microsoft, Nike China, Unilever and Uniqlo. Razorfish’s team of 3000+ experts span 25 regions, including Australia, Canada, China, France, Germany, Hong Kong, India, Italy, Singapore, the United Kingdom and the United States. Razorfish is part of the Publicis.Sapient platform within the Publicis Groupe.