Printers and scanners. Not top of any small business’s list of priorities – until they break down. 

Canon needed a big, brave repositioning idea across Europe to engage, educate and inspire small and home-based businesses to succeed at what they do best. One that empowered business owners, no matter what their business, to "get back to doing what you love".

Deployed locally using a centrally-created campaign toolkit featuring almost 30 individual 'combo' assets, its strong visual style and inspiring tone of voice ensured Canon's range of professional 'Business Essentials’ stood out in a crowded marketplace.

Whilst the campaign is still active, current stakeholder feedback from Canon reports it as the best Small office/Home office campaign to date.