When you have an overpriced printer with only one function, you'd better hope it performs really well. Fortunately for us, this was the case with Canon imageCLASS laser printers.
In a crowded category, we decided to mix things up with a campaign that lets business owners know these printers were built to do one thing: Print. Like a boss.
To spread the message, we introduced The Boss, a suave mustachioed businessman with a hardworking printer sidekick and an eye for retro suits. The duo appeared together across all mediums, including an animated short, page takeovers, banners, print, tradeshow executions and throughout Canon’s social media accounts. With the initial success of the campaign, Print Like a Boss quickly extended to cover the entire line of imageCLASS printers.