Canon Canada is reimaging itself. It recently launched a new branding campaign that positions it as a purveyor of excellent imagery across relevant lines of business, like its camera, B2B (such as copiers) and medical imaging products. 
The effort was developed by the company’s new AOR, JWT, which won the account following an agency review last year. Canon’s campaign is its first since Dentsu developed “Your Story” in 2008. The decision to overhaul the brand came as a result of research undertaken in 2009 that revealed that while Canadians recognize Canon, they don’t know what it stands for. 
 “We’re trying to make a much greater emotional connection to our customers and our would-be customers,” says Wayne Doyle, senior manager, corporate communications, Canon Canada. “We want to clearly articulate to Canadians that when their image matters, they can count on Canon.”
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 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.