How do you advertise a product when there is nothing new to say about it? Canon Business Machines were of the highest quality, but instead of creating a product feature campaign, we decided to play to the egos of those spending vast amounts of money for office equipment; CEO’s, CFO’s, and Department Heads. The resulting work showed how they
would be rewarded for making a smart choice. We must have connected to their human side because Canon’s Business Equipment soon overshadowed Xerox in multiple categories of office printers and copiers. And the campaign helped land Canon a #1 position in CLC Color Copier/Printers.