Canon: Brand strategy, marketing campaign


Canon is the world’s leading imaging organisation that actively inspires with imaginative ideas that enable people to connect, communicate and achieve more than they thought possible. Canon Australia approached Boldfish to create a fresh new campaign to help promote the benefits of Canon’s strong industry expertise, experience and support in professional print rather than focus on another new product release.


  • Earlier themes became too repetitive and tired after 12 months in the marketplace
  • They lacked flexibility in messaging
  • Were inconsistently displayed from one touchpoint to another
  • Were very text-heavy, cluttered and difficult to read


  • Build a checklist of all the likely messaging options Canon would typically require for the next twelve months
  • Develop nine different advert examples to help demonstrate the versatility of the campaign creative
  • Create a new fresh, vibrant look and feel using strong saturations of colour, mashed hero imagery for more engaging visuals
  • Create an ‘Achieve More’ theme with brand guidelines showing creative direction examples, typical messaging and amount of content required


  • Marketing campaign guidelines
  • Digital & print advertisements
  • Digital & print catalogues
  • Print & digital sell sheets
  • eDMs
  • Email signatures
  • Trade show displays
  • Flyers
  • Posters


The Achieve More campaign was a real opportunity for us to deliver key messaging and establish a position in the minds of our customers. We worked with Boldfish from concept to design and roll out and can honestly say we’re rapt with the results. Simply put, Boldfish always makes a great effort to understand us, our customers and our direction. The Achieve More campaign is something Canon is very proud of. (The Achieve More theme was so successful it was extended for another 6 months due to it’s popularity and effectiveness.)


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