Print Like a Boss
Video, Banners, Print, Event
Canon's single-function printer group had several printers they needed to get consumers and vendors excitied about, but didn't have a particularly unique selling point for the printers as a whole. So they needed some kind of exciting creative wrapper that would be able to address any particular printer's benefits, as well as the group of printers as a whole. With a small budget, as well.
Most of these printers are targeted at very small business owners, or office workers in small businesses. They'll be using this printer every day, non-stop. So it needs to be dependable, reliable and fast. Knowing something you need to do will get done fast, effeciently and consistently, within arms reach, definately makes you feel good.
But this is just a printer. Can a printer be fun, or have a personality? Let's use a commonly understood phrase and add an unexpected twist. Show how the printer becomes the side-kick of the owner, making it fun to use the printer. So you can print, like a boss.
Best Buy and other major retailers liked the campaign so much, they asked to pick it up in-store and online for their own displays. The campaign is now a fixed install display at it's headquarters in NY, USA.
Art Directors: Dan Thaner, Margaret Fu
Copywrtier: Raechel Stirling
ACD, Art: Nicklaus Deyring
ACD, Copy: Dustin Glick
Creative Director: Rahul Sabnis