Canon Europe has launched an integrated, multi-market campaign for its Pixma printer range, celebrating the chaotic nature of modern day life, where work and personal lives continue to blur together.

Created in partnership with EMEA creative agency of record, VCCP, the campaign centres around the versatility of Pixma printers and their ability to seamlessly tackle everything from work admin to life admin to the ‘last-minute school project’ admin.

A hero 30-second film is a whirlwind of words, graphics and images, mirroring the printing process and dramatising the chaos of everyday life. The unrelenting list of tasks and challenges which the Pixma calmly undertakes is captured and reflected; depicting real things like life admin, work admin, admin admin, maps to campsites, kids’ artwork, lost and found flyers, moodboards for wedding dresses, and financial forecasts for work – the stuff of life. 

The campaign launches today in key markets, including the UK, Germany and France. It will run across TV, digital and social until 5 November. A further 11 European markets will run localised versions of the campaign. The films were directed by Simon Ratigan with post production and animation by Electric Theatre Collective. Girl&Bear, VCCP’s global content creation studio, managed all social post production and the transcreation process. Media planning and buying was handled by Merkle and Dentsu.

“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 Susie Donaldson, European Marketing Director at Canon. 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. We know what it takes to get that balance right and wanted to celebrate PIXMA’s ability to handle The Stuff Of Life.”