the challenge
Canon MegaTank Printers stood at a crossroads. Though armed with an impressive Tank lineup, they struggled to spark recognition for the inherently iconic name, MegaTank. The challenge was clear. How do we position MegaTank as a large savior for consumers in a pinch, especially when their printer suddenly gives up and you need to purchase a new one quickly?
We saw a branded storytelling opportunity. Instead of fighting for shelf space in traditional retail, we pivoted to romance online shoppers on bog box online storefronts. Crafting a story that resonates with humans that have ideas and need to get them done — whether they’re busy with self promotions, big thinkers with creative minds, or nimble small businesses.
the concept
We positioned MegaTank Printers as the powerhouse for handling the biggest tasks with unmatched volume, savings, and convenience. Our concept centers around a larger-than-life, friendly giant—our Yeti—who embodies the perfect hero for tackling mega print challenges without the hassle of traditional cartridges.
He is a creature with mega ideas. This series of spots showcases how his trusted partner, Mega, help him tackle all his mega tasks.
He is a creature with mega ideas. This series of spots showcases how his trusted partner, Mega, help him tackle all his mega tasks.
tone and approach
Fantasy meets reality, larger than life, humorous, lighthearted.
Utilitarian yet imaginative. We embrace the whimsical storytelling while providing informative, practical use cases for MegaTank Printers centering
around maximizing volume and increasing savings.
Each Yeti story was paired with the ideal MegaTank Printer that amplifies print tasks and shows off key features such as speed, high page yield, quality, and MegaSavings.
around maximizing volume and increasing savings.
Each Yeti story was paired with the ideal MegaTank Printer that amplifies print tasks and shows off key features such as speed, high page yield, quality, and MegaSavings.
how it works
We crafted individual vignettes that immersed audiences into the vibrant worlds of our “mega” personas, each grappling with their own epic printing challenge. Through these stories, MegaTank’s performance—its lightning speed, impressive page yield, top-tier quality, and unbeatable savings—shines as the ultimate solution tailored to their needs.
Our brand spots are meticulously designed to resonate with a spectrum of consumer segments, ensuring that every viewer finds a piece of their own story in the MegaTank narrative. This approach boosted brand recall and cemented MegaTank as the go-to answer for those monumental print tasks.
Designing Our Yeti Character
Mike embodies warmth and approachability with a playful, youthful energy. He’s designed as a friendly giant—imposing yet irresistibly cuddly. His look strikes a balance between mystical and human.
We leveraged AI creative development tools like MidJourney to jumpstart our design vision for Mike the Yeti. By generating initial expressions with AI, we quickly explored a range of concepts that captured his playful yet imposing character. Our graphic design team then refined these ideas, seamlessly integrating them into perfect printed material pieces that embody the yeti’s unique blend of mysticism and human warmth. This fusion of innovative technology with traditional design expertise allowed us to bring Mike to life in a truly compelling way.
We leveraged AI creative development tools like MidJourney to jumpstart our design vision for Mike the Yeti. By generating initial expressions with AI, we quickly explored a range of concepts that captured his playful yet imposing character. Our graphic design team then refined these ideas, seamlessly integrating them into perfect printed material pieces that embody the yeti’s unique blend of mysticism and human warmth. This fusion of innovative technology with traditional design expertise allowed us to bring Mike to life in a truly compelling way.
Fabrication and creation process
a bodysuit maintains his natural silhouette and allows for expressive, real gestures with exposed face, hands, and feet enhanced by subtle FX makeup.
Casting focused on finding an actor who can deliver physical comedy and charm, conveying both strength and a lovable demeanor. The ideal performer brings Mike’s duality to life—combining an intimidating presence with a down-to-earth, engaging personality.
