Canon U.S.A., Inc. has launched a new integrated marketing campaign, “Harmony at Work,” in partnership with McCann Detroit and global media agency MRM Media.
Rooted in the insight that in a world of chaos and drama, what the workforce seeks above all is harmony, the campaign features a variety of Canon’s products and solutions that can be used at home, in the office, at school, or anywhere in between.
“We are introducing the ‘Harmony at Work’ campaign to inspire the public by showcasing a range of available solutions that we have developed in recent years, in some cases in response to the pandemic, to meet evolving customer needs,” said Isao “Sammy” Kobayashi, Senior Vice President and General Manager of Canon U.S.A., Inc. “Innovation is at the centre of Canon’s D.N.A., and we are leveraging our core input and output technologies in exciting new ways, and through new service offerings. By launching this new marketing initiative, we hope to creatively and effectively demonstrate how Canon truly takes the drama out of work.”
Canon’s core audience for the campaign comprises of parents, students, entrepreneurs, small business owners, IT decision makers, side hustlers, and more.
“Harmony at Work” will feature a series of TV spots starring American actor and comedian Brett Gelman, known for his roles in current hit TV shows and feature films. Each “Harmony at Work” spot will focus on a dramatic scenario, taking place either at home, at a business, or at college. In each instance, Gelman’s character faces a challenge with work, and Canon has the solution.
“Canon’s ‘Harmony at Work’ pitch drew me in immediately due to its personal relatability,” said Gelman. “The pandemic has created drama for actors like myself, as media has been disrupted probably as much as any industry. It was fun to engage in a variety of personas and to discover how Canon can provide a work solution to every work drama. My father sold Canon cameras back in the day, so I know first-hand the impact the brand can have.”
Check out Canon’s “Harmony at Work” TV spots here. You can also follow the campaign on Canon U.S.A.’s Facebook, Instagram, and LinkedIn pages, and join the conversation with #HarmonyAtWork.
