The Results

Owned media reach
500,000 impressions on own channels
Earned media reach (OTS)
78+ million people reached in print and 401 million reached online
Press coverage
Reports in 43 local, trade, and international media outlets

The Brief

Based in the German Alps, Oberstdorfer Photo Summit is a 5-day event with photo exhibitions and workshops for photographers. Canon and Ilford Imaging Europe partnered with the organiser, the City of Oberstdorf, and Oberstdorfer Photo Summit, to promote the 2020 event. Canon was also promoting their high-end printer imagePROGRAF PRO-6100.

The Solution

Despite temperatures close to freezing, continuous rain, and the first snowflakes for the season, Canon managed to print the longest digitally printed photograph. The 109.4-meter-long piece consisted of different images and took more than 16 hours to print. It was laid across the famous ski jumping hill Schattenbergschanze at the Audi Arena Oberstdorf in front of on-site spectators and via livestream. 
The news of the successful attempt reached millions of people. After the event, the print was divided up and auctioned to support a local children’s and victims' charity. Sales of the featured printer model almost doubled post event.

Others would fail even at 20° C in the sun at what we have achieved. We managed to produce the longest print of almost 110 meters – in rain, snow, and sleet.

— Markus Koch, Document Solutions, Canon Deutschland