Memac Ogilvy and Canon invite consumers to bring beauty to life in new brand campaign

Posted on 2023 May,02 | By ArabAd's staff

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In the world of printers, brand image and perception are crucial when it comes to standing out from the pack. Yet most printer advertising focuses on utility and function over all else, meaning that making an impact is much more difficult.

Collaborating closely with Canon, Memac Ogilvy states that printing goes beyond mere efficiency, and instead holds a special place in people's lives, with the potential to evoke emotions, create lasting memories, enabling self-expression.

To drive this point across, they focused on a simple truth: people pour their heart and souls into their work, so to bring out the best in their creations, the printing has to have as much craft and attention to truly reflect the beauty that has gone into it.

At the centre of this new platform is the launch of a film titled #PrintBeautiful that tells an emotional story involving multiple view points and narratives, as we see how various people are able to bring their beautiful works to life with Canon printers.

The film is an emotional piece that connects and relates to the audience across a wide spectrum. From the aspiring novelist to an over-worked office worker, designers, school kids, expecting parents and everyone in between are able to print their works in the best possible quality thanks to the variety of Canon printers and their features.

Anup Kodakkal, Regional Marketing Manager, B2C OPP - ME & Turkey said, “the outcome of Memac Ogilvy's creative efforts was a shift in consumer perception towards printing as an emotional and aesthetic process. By tapping into the emotional aspects of printing, we are connecting with consumers on a deeper level, creating a positive and compelling narrative that resonated with their desires for meaningful experiences. Printing became more than just a utilitarian task, but a way to capture and celebrate life's moments, express creativity, and connect with others on a personal level.

We are happy to have a film that demonstrates how Canon will help our users bring their beautiful works to life, no matter what it is. Our aim was to show consumers that whether it’s for the office, personal use or somewhere in between, Canon have the printing solution for them”.

The platform is now live with the launch of the film and will be accompanied by a range of digital executions across a range of media.