Harmony
for Every You
for Every You
project overview
We needed to educate consumers about Canon's suite of printer categories and how they work together to bring consumers "harmony" in a hybrid work culture.
The project was a brand ecosystem extension of our
Harmony at Work platform.
The project was a brand ecosystem extension of our
Harmony at Work platform.
the challenge
The printer category is vast. Like many digital imaging companies, Canon has a deep ecosystem of print sub-brands and they are all intended for different needs while their design, in the end, is uniform.
Canon asked us to create mid-funnel content with the goal of explaining how their full breadth of printer lines could fit every consumer’s needs.
So, no matter what version of you requires more productivity,
Canon has a printer for that.
Canon has a printer for that.
our educational long form
A multifaceted product line for a multifaceted you.
In this concept, we showcased Canon’s ecosystem of printers by pairing each of them with a persona that best portrayed that line. To make matters more interesting, we told a story of how one person can use different printers based on these diverse personas.
In this concept, we showcased Canon’s ecosystem of printers by pairing each of them with a persona that best portrayed that line. To make matters more interesting, we told a story of how one person can use different printers based on these diverse personas.
Visual Continuity
Key to help harmoniously tie together our capability scenarios and HAW ecosystem. Our talent, environments, and cinematography should move consistently. For example, always panning from left to right, so all capability moments feel intertwined.
Key to help harmoniously tie together our capability scenarios and HAW ecosystem. Our talent, environments, and cinematography should move consistently. For example, always panning from left to right, so all capability moments feel intertwined.
Characterization
Achieved through wardrobe, hair, and makeup constantly evolving throughout our Hero’s journey to match the identity of each ‘capability persona’. We will cast an actor with multi-roling experience.
Fully Stylized Color-Blocked Sets
Unique primary and secondary color that extends throughout all sets will add "chapterization" between scenarios and define where we stand in the storyline.
the ecosystem chapters
Meet Samantha and her printers
Each persona focuses on a common printer issue and we position Canon’s ecosystem as the solution that fits perfectly into her lifestyle and work needs.
Samantha takes on distinct personas with a different set of needs, paired with stylized art direction, wardrobe, hair, and personality evolving throughout her printer journey.
Her personas include Student Samantha, Sci-fi Novelist Samantha, and Small Business C.E.O Samantha.
Samantha takes on distinct personas with a different set of needs, paired with stylized art direction, wardrobe, hair, and personality evolving throughout her printer journey.
Her personas include Student Samantha, Sci-fi Novelist Samantha, and Small Business C.E.O Samantha.
Meet Student Samantha and the PIXMA Print Plan
She wants to succeed in school but doesn’t want ink costs to overwhelm her student-sized budget.
The PIXMA Print Plan is perfect for Samantha’s homework needs.
She wants to succeed in school but doesn’t want ink costs to overwhelm her student-sized budget.
The PIXMA Print Plan is perfect for Samantha’s homework needs.
Sci-Fi Novelist Samantha and her trusty MegaTank
She takes sci-fi seriously and is passionate about translating her graphic novel, Planet Galactara, onto the page with high-quality color prints with lots of text. The Canon MegaTank Printers’ budget friendly ink bottles let’s her print in bulk and avoid running low on ink.
She takes sci-fi seriously and is passionate about translating her graphic novel, Planet Galactara, onto the page with high-quality color prints with lots of text. The Canon MegaTank Printers’ budget friendly ink bottles let’s her print in bulk and avoid running low on ink.
Small Business Samantha and her workhorse, ImageCLASS
She runs a tight ship and needs a fast printer that can keep up with her business.
The Canon imageCLASS Laser Printer has business productivity features to keep her workflow moving smoothly.
She runs a tight ship and needs a fast printer that can keep up with her business.
The Canon imageCLASS Laser Printer has business productivity features to keep her workflow moving smoothly.
our trusted advisor returns
Building Equity With The Trusted Advisor
We first introduced theTrusted Advisor in our ‘Canon for Business: Harmony at Work’ ads in 2023 to act as our product expert and to establish a character for the brand.
Our team helped position him as the face of Harmony at Work, bringing a friendly and professional tone to both campaigns.