Japanese firm Canon is redefining printers as the ‘Stuff of Life’ in a campaign aimed at highlighting printers as vital pieces of kit for the modern household.
Created by VCCP and running across 14 European markets including the UK, Germany and France, ‘Stuff of Life’ celebrates the chaotic nature of modern life, which can be made easier by using a Canon PIXMA printe
Directed by HLA’s Simon Ratigan with social media managed by VCCP’s global content creation studio, Girl&Bear, the film depicts the unrelenting lists of tasks that people undertake.
The 30-second spot features a narrator mentioning all the different purposes of a printer from boarding passes and ‘lost’ flyers, to printing photos and creating your own Christmas cards.
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“It’s a simple truth that our lives now overlap and merge more than ever before as the home office has become the nerve centre of the modern household,” said Canon European marketing director Susie Donaldson.
“PIXMA is the calm, reliable, creative tool that keeps things moving as chaos unfolds all around and we juggle a multitude of personal and work priorities.”
VCCP London creative director, Jim Capp, added: “If my own family is anything to go by, modern life is a chaotic mix of the fun stuff, the admin stuff and life stuff. We really enjoyed the home made process of capturing this for Canon’s range of home office PIXMA printers.”
The campaign follows on from a tongue-in-cheek Wunderman Thompson.campaign released last year, which saw the brand jokingly call out smartphones.
