project overview
Canon's IVY brand, once struggling with an outdated identity that resonated more with Gen X and Boomers, was losing relevance in the market. Our goal was to reposition the IVY 2 Mini Photo Printer as a must-have lifestyle gadget for Gen Z. Through a bold, stylish, and influencer-driven campaign, we shifted IVY’s perception from overlooked to aspirational, making it a natural part of Gen Z’s creative expression.
Brand Strategy
Rebrand IVY’s Identity for Gen Z
We evolved IVY’s visual and messaging identity to align with Gen Z’s aesthetic, interests, and digital habits.
We evolved IVY’s visual and messaging identity to align with Gen Z’s aesthetic, interests, and digital habits.
Leverage Influencer-Style Storytelling
Instead of conventional advertising, we dramatized influencer categories to create relatable, entertaining, and native social content.
Instead of conventional advertising, we dramatized influencer categories to create relatable, entertaining, and native social content.
Maximize Product Demonstrations
Showcased IVY’s print, peel, and stick functionality in an engaging way that blends digital culture with real-world applications.
Showcased IVY’s print, peel, and stick functionality in an engaging way that blends digital culture with real-world applications.
Optimize for Social Consumption
Designed content for a 9x16 format, leveraging native-friendly supers, titles, and framing that naturally fit Gen Z’s social media environment.
Designed content for a 9x16 format, leveraging native-friendly supers, titles, and framing that naturally fit Gen Z’s social media environment.
Campaign Concept
We developed a set of three highly stylized, influencer-inspired short films featuring different classic influencer personas we knew used the IVY Mini Printer.
Each persona embodied a creative lifestyle that seamlessly integrated IVY into their world. The characters weren’t just using the product—they were making it an extension of their identity.
Each persona embodied a creative lifestyle that seamlessly integrated IVY into their world. The characters weren’t just using the product—they were making it an extension of their identity.
We came at it with over-the-top visual storytelling. Including exaggerated movements, dynamic camera work, and bold cinematography. Statement-making wardrobe, hair, and makeup to amplify each persona. High-energy cuts and engaging supers to drive home product messaging.
@SkinOfGlassGlow – A self-care guru using IVY for custom mantra labels.
@_FrankieFM – A DJ personalizing his world with IVY prints.
@SpecialBdayGirl – A birthday-obsessed Gen Zer creating aesthetic invites.
Key takeaways
Increased sales of the Canon IVY 2 Mini Photo Printer, with significant engagement from Gen Z consumers.
IVY was repositioned from outdated to aspirational, establishing it as a cool, first Canon experience for young creators.
Native-first content performed exceptionally well across platforms, resonating with Gen Z’s social habits and aesthetics.
