Canon is unveiling its new generation of bubblejet printers this
weekend with a pounds 2 million press campaign through CDP.
The work is CDP’s first major branding campaign for the client since it
was assigned responsibility for the printer range last year. The agency
already handled the Canon camera range.
Under the line, ’If you can think it, we can print it’, the ads feature
different people imagining the unusual images they would like to
They are designed to show that Canon has the printer to suit everyone’s
One execution shows a woman and her son thinking about how they would
like to use a printer - the mother imagines producing a coffee morning
newsletter while the boy would like to create a poster. Their cat,
meanwhile, is dreaming of a (computer) mouse. Another execution features
a businessman thinking about different printing applications.
The new range of printers includes one that can print on materials other
than paper (BJC7100), and a colour printer that allows users to top up
each colour ink individually (BJC6000).
Created by Phil Forster and Tim Brookes at CDP, the campaign will appear
in the national press as well as business and consumer magazines, PC
titles and the trade press. Photography was by Jonathan Root, while
media was bought and planned by CDP Media.
Pat Marlow, the group product marketing manager for Canon, said: ’The
press ads really capture the essence of the BJC printers and the Canon