The ultimate goal was to target the “do-it-yourself” person in the family. Canon wanted the PIXMA printer to be seen as an essential tool for DIYers to take their projects to the next level. Printers are no longer limited to traditional printing jobs (photos and documents), and we wanted crafters to know that. Prime was tasked with designing and fabricating an environment at Sherway Mall that would allow consumers to engage with the printers and experience the ease of DIY printing with creative elements from Canon Creative Park. Consumers left with a branded photo ornament for the tree or a screen-printed shirt.
Canon had the #1market share for laser printers in the Nov/Dec period