Challenge: Develop a new creative theme for communications to target professional printers. Approach: We developed a very simple campaign theme around the idea of taking pride in your printing. We used clean imagery of a man holding a large printed sheet of a lion with the line, “We take as much pride in print as you do”. The concept may seem a little obvious, but for the professional print industry, it was a unique approach. The campaign began first as an advertisement and later was used by Canon Professional Print as their stand design at a professional printers’ conference. Outcome: The advertisement stood out amongst its competitors and gave Canon Professional Print the cut through they needed in their market.