Canon: Don’t Waste Valuable Paper

Continuing our six year relationship with the consumer technology brand, we were asked to create a new campaign that would directly and overtly call out the unrivalled success of their MegaTank range of printers as more reliable and cost efficient than those of competitor Epson.

We attended the independent testing that spanned two months, putting both brand’s printers through their paces across a number of key parameters. The results were astonishing, over a 30,000 page test, the Canon models were 28% more reliable on average.

Our strategic phase involved consultation across multiple geographic regions, uncovering insights from local sales offices from Europe, Africa and the Middle East. The creative process delivered a number of concepts that played on visual metaphors to immediately communicate the message and crucially, across a range of languages.

We landed on the idea that in reality, choosing any brand other than Canon would result in paper being wasted, ultimately that paper would be dollar bills (though we created a nondescript currency to avoid legal implications).

We shot the scene in our West London studios to produce stills, video and animated sequences that could be used across print and digital applications.