WCRS is taking Canon back on to television after a four-year
absence with a pounds 1.5 million campaign for the launch of the
The PageStation uses the latest technology to enable users to print,
copy, scan and fax from their PCs.
The ad draws an analogy between a simple wooden box and the PageStation.
The box is used by different people for a variety of purposes - as a
hoop for an impromptu game of basketball, as a sledge, as a box to carry
fabrics and by a steelworker for carrying nuts and bolts.
The series of striking images is accompanied by a voiceover explaining
how digital technology allows the Page-Station to print, copy, fax and
scan while being fully networkable.
Jonathan Hill, the group account director, said: ’Page-Station takes us
into the digital arena and signals a new direction - Canon will no
longer be seen as just a provider of standalone boxes, but of complete
networked imaging solutions. TV was the appropriate medium to announce
this product launch.’
The campaign was art directed by Sigi Phyland and written by Simon
It was directed by Rob Sanders through Helen Langridge Associates and
will appear on terrestrial and satellite television, supported by an
integrated campaign through the business press, internet and direct
mail. Media planning and buying is by Mediapolis.