Canon Pixma promotes Wifi printer hip-hop style in Thailand

The new era printer is embracing Wi-Fi technology that fits the lifestyle of its consumers. To introduce the innovative image through Wi-Fi Technology, Canon Pixma adopted hip-hop as its theme and enlisted the help of king of hip-hop in Thailand, Titanium, to work his magic.

The ad-like music video gives the brand a rhythm and sing-a-long mood sure to capture youngsters' attention, putting Canon on their level. 

"First thing we needed to create was impact," said Nadesh Nimitsawan, senior creative director, Dentsu Thailand. "We wanted Canon Pixma Wi-Fi at the top of mind, expressing a new lifestyle. Secondly, we wanted to show the print function directly from iPhone, and the ability to pick and print pictures from movie clips; all of which has to be memorable within 30 seconds."

This was particularly challenging as printers in Thailand is one of the fast-moving industries with numerous innovative features and functions. The task was therefore to sell, and sell it right. 

"This is why choosing the real artist was important as we wanted people to connect with the artist," says Nimitsawan.

The campaign will run until the end of the year.

Credits:
Project Canon Pixma Wifi
Client Canon Thailand
Creative agency Dentsu Thailand
Senior creative director Nadesh Nimitsawan
Senior copywriter Atchana Vaiyavarna
Copywriter Piyanan Sakornpan
Group head Orprapa Cooparat
Producer Somchart Ruangsamran
Assistant producer Manop Pinthong
Account servicing Saharach Prayurawongse, Vilasenee Sumethasorn, Khunakorn Dechanupab
Production company Jumbo A
Film director Watana Kreetong
Exposure Television