CANON x BRAND BUILDER TRUE LOVE MAKES A TRUE STORY

As the back-to-school season approaches, Canon is gearing up to launch a new campaign that introduces their range of home printers, designed to cater to both parents and their children. These versatile printers can be used for various purposes, from work-at-home tasks to printing study materials for children or fun projects and games.

The challenge we faced was unique. In a category often dominated by highlighting product features and unique selling points, we sought to break the creative mold. The aim was to craft an emotional campaign that would stand out and resonate universally across diverse African countries.

The campaign’s insight tapped into a common concern—parents not spending enough quality time with their children. What was once criticized as a trend in Western culture had now become a reality in African households.

“The reality is catching up on African families, where family moments are slowly disappearing into a more active life… “Sara, Creative director Brand Builder.

We extended the brand role beyond promoting the printers; it was about raising awareness of the risks associated with children growing up in isolation from their parents. The campaign aimed to shed light on the importance of nurturing strong parent-child relationships.

The creative execution of the campaign was a heartwarming lesson, delivered by children to their parents, all while maintaining a positive and encouraging tone. Canon’s printers were positioned as the means through which children could connect with their parents. The message was clear—Canon printers could help bridge the gap between parents and children, fostering moments of togetherness.

To add more depth and tension to the campaign, we featured a mixed-race couple, symbolizing the reality of diverse cultural backgrounds coming together. This was a representation of unity and love in the face of societal prejudices. It challenged the notion that people should only marry within their own nationality, illustrating that love transcends boundaries.

“The campaign was broadcasted in 44 african countries, and we needed to make one film to speak to them all, it was a first experience by Canon, making a film with an african agency for Africa”

Achraf, Senior account manager Brand Builder.

Canon’s Back to School campaign is set to make a profound impact on parents and children across Africa, encouraging them to cherish moments together and strengthen their bonds. It goes beyond selling printers; it’s about reminding us all of the priceless value of the connections we forge with our loved ones, no matter where we come from or where we reside.