Canon imagePROGRAF TC-21 Social Campaign

Canon entered the desktop large-format printer category later than established competitors, with the challenge of building awareness quickly without relying on heavy technical explanations or customer testimonials. The imagePROGRAF TC-21 campaign was designed to introduce Canon as a credible, everyday option for large-format printing across industries such as AEC, education, retail, and F&B, while remaining adaptable for use across multiple APAC markets.

Instead of leading with specifications, the campaign focused on real-world workflows and behavioural shifts: printing big in-house, on demand, without outsourcing, minimum orders, or long turnaround times. Volumes helped translate these benefits into a social-first narrative that positioned the imagePROGRAF TC-21 as a practical tool rather than a technical machine.

The resulting campaign comprised short-form videos, carousels, and static assets designed to function independently while maintaining consistency across formats. This modular approach allowed the content to be localised efficiently, introducing the imagePROGRAF TC-21 as a clear and relevant solution for everyday large-format printing without overwhelming the audience with technical detail.

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