Canon Europe & Chaos; a relationship of nearly 2 decades. Canon Europe is a subsidiary of Canon Inc. of Japan, a world-leading innovator and provider of imaging solutions. Chaos has worked with Canon as one of the key agencies for 15 years on hundreds of projects, ranging from branding, internal comms, digital, corporate comms, advertising and marcomms.
Product launch campaign and film production for Canon EOS R6
How do you create a visually compelling product launch that showcases both performance and creativity for a professional imaging and content creation audience?
Chaos led the creative conceptualisation, art direction and production of a lifestyle film and photoshoot for the global launch of Canon’s EOS R6. The campaign centred around a narrative-driven concept, telling the story of ballet set against the striking backdrop of Palermo, Italy, combining movement, emotion and environment to bring the product to life.
A series of carefully selected locations elevated the production, from the Temple of Segesta for a sunrise sequence to the iconic Teatro Massimo for the closing scenes. This approach created a cinematic, premium visual language aligned with Canon’s positioning in the professional camera market.
Drawing on extensive experience in film and photography, Chaos delivered a complex multi-location shoot seamlessly, allowing time for both technical precision and creative exploration. The result was a suite of high-quality content including films, still photography and social media edits, all produced, edited, colour graded, sound balanced and delivered in-house, alongside scriptwriting and voiceover production.
The final output is a cohesive, multi-channel campaign that combines cinematic storytelling with high-performance visuals, supporting Canon’s global marketing and engaging professional audiences across digital platforms.
Integrated campaign for Canon consumables "Keep It Canon"
How do you tackle counterfeit products and protect brand performance in global markets?
With up to 50% of toner sales in emerging markets being non-genuine or refilled, Canon faced increasing competition from counterfeit and compatible products. These alternatives often compromise quality, reliability and performance, leading to lost time, increased costs and reduced revenue.
Chaos developed a thought-provoking campaign centred on the real impact of non-genuine failure. By highlighting the risks, downtime, financial loss and operational disruption, the campaign delivered a clear, compelling message that reinforced the value of genuine Canon consumables.
The result is a strategic, multi-channel campaign that drives awareness, supports customer education and strengthens brand trust in a highly competitive market.
"We’ve had some internal discussions on the three concepts provided and pleased to say all were very well received, so thanks again for your creative/thought behind these!" Azeem Rehman, Marketing Content and Production Specialist, Canon Europe
Mr. Men and PIXMA promotional campaign for Canon Europe
How do you create added value and engagement for printer customers in a competitive consumer market?
Chaos partnered with Sanrio to develop an exclusive content-driven campaign for Canon Europe, rewarding PIXMA printer customers with unique Mr. Men and Little Miss branded assets.
We designed a range of personalised, print-ready content including colouring sheets, wrapping paper, greeting cards and 3D illusion prints bringing the characters to life through Canon’s printing technology. The content was accessed via a bespoke microsite, designed and developed by Chaos, and rolled out across multiple European markets.
The result is an engaging, digital-led promotional campaign that enhances customer experience, drives product engagement and reinforces Canon’s brand appeal within the home printing market.
B2B marketing campaign for Canon's Large Format Printers across EMEA
How do you drive awareness and sales for specialist print technology across diverse B2B markets?
Canon required an EMEA-wide marketing campaign to promote its Large Format Printers to resellers and end customers. Chaos developed a strategic, insight-led campaign that clearly communicated product benefits while aligning specific printer models to key customer segments.
Using a strong visual concept, contrasting ordinary vs superior output, we created impactful, integrated campaign assets and intelligent sales tools designed to support resellers and enhance customer understanding.
The result is a targeted B2B campaign that increases product awareness, supports sales enablement and drives engagement across multiple markets.
Point of Sale (POS) consumer campaign for digital cameras
To support the launch of 4 DSC/DSLRs, Canon appointed Chaos to create various retail POS assets, ranging from pull up banners, window stickers, leaflets, tent cards and product tags.
In order to maintain consistency, we predominantly used the imagery and copy from the product web pages on the Canon website.
Careful consideration went into the layout of the content, and format of the assets, in order for them to stand out and appeal to consumers, whilst highlight the quality of the imagery.
Responsive website design and content creation for Canon's flagship cameras
When a flagship camera is launched, Canon require enhanced product pages which feature all the details, benefits and specs of the product, accompanied by beautiful imagery.
Chaos have created many of these web pages and assets for the master Canon Europe website. These are then translated and rolled out across specific country sites.
Our work entails copywriting, wireframing, putting together a detailed photo shoot list, art direction and working closely with stakeholders to design inspirational and informative content for the target audience.
Corporate brochure literature design
Chaos were tasked to create the Corporate Brochure for Canon Europe. Two concepts were proposed that captured the essence of the "Power of Image", both with beautiful imagery and minimal copy.
For the chosen concept, impactful Canon Ambassador shot imagery was used, with full bleed across the spreads. The framing device was used on each page to hold the copy and product imagery, and on certain spreads, to separate the image from the copy.
Branding Canon's internal comms initiative - Pursuing Excellence
Chaos were tasked with creating a logo and a suite of identity assets to support a European programme called ‘Pursuing Excellence’, an internal comms initiative led by the Canon EMEA CEO. The end goal was to transform the organisation from good to great.
Chaos produced a dynamic logo that represented the move forward that Canon were taking. The graphic could be extended from its primary form as an arrow, allowing for graphic elements to be created and convey the transformational message of the initiative.
Canon's e-Learning Modules enhance retailer's in-store knowledge
To improve e-Learning for training camera dealer retail staff, Canon asked Chaos for an inspiring, interactive and adaptable solution to suit different learning levels.
Developing a peer group style Learning Management System that users are familiar with, our digital team delivered a compelling series of multi-level e-Learning modules based on specific Canon consumer ranges, products or technologies.
Each module offers easy media rich learning in digestible chunks, whilst enabling Canon to track usage.
Canon printer and camera synergy
Canon asked Chaos to help promote the synergies between its products and solutions to the professional photography market.
Being pan-European, the campaign needed to be visually powerful with minimal language localisation.
Using ‘Perfect Partnership’ as a creative proposition to communicate the end-to-end solution from camera input to LFP output, Chaos played on the idea of dogs looking and behaving like their owners. The resulting carefully crafted shots connected both visually and emotively with photographic professionals.
This was one of the first initiatives to cross-sell and market separate product groups.
FESPA 2017 exhibition design, theme and assets
During FESPA, Canon created an applications theme across the stand, which helped tell the story about where there were opportunities for their customers and how Canon could help them achieve their ambitions.
To execute this, Chaos were tasked to create a range of printed application demonstration files around the theme of a luxury beauty brand called "ELEMENTS". Alchemy symbols were used to represent the four elements and created a high-end look and feel with beautiful images and graphic devices.
