Canon Canada is reimaging itself. It recently launched a new branding campaign that positions itself as a purveyor of excellent imagery across relevant lines of business, like its camera, B2B (such as copiers) and medical imaging products, reliably capturing significant moments.

The reimaging effort was developed by the company’s new AOR, JWT, which won the account following an agency review last year.

Canon’s new effort is its first since Dentsu developed the ‘Your Story,’ campaign in 2008.

”Tell your story’ was all about engaging people to share their memories,’ says Wayne Doyle, senior manager, corporate communications, Canon Canada. ‘This new campaign ups the interaction from our side and reduces it from the consumer side. So, what we’re hoping is when people see [this campaign] they’ll remember those moments themselves and go to that place.’

The decision to overhaul the brand came as a result of research undertaken in 2009 that indicated that though Canadians recognize Canon, they don’t know what it stands for.

‘Ultimately, what we’re trying to do is make a much greater emotional connection to our customers and our would-be customers,’ says Doyle. ‘We want to clearly articulate to Canadians that when their image matters, they can count on Canon and we’ll deliver the results they’re looking for.’

This new effort features a TV ad that focuses on significant Canadian moments (from Sidney Crosby’s famous Olympic hockey goal to taking your kids to ballet class), as well as three magazine ads, focusing on a particular important moment, and a newspaper execution. More print will launch in April and the brand is looking to take the campaign online with banners and rich media.

‘Our media buying strategy is designed to maximize brand exposure throughout the year and keep the Canon brand top of mind among consumers,’ says Doyle.

Media was handled by MediaCom.