Canon
PIXMA – My Way
How do you show the advantages and features of a product people tend to ignore?
For Canon Europe, the task was to reimagine what a printer could mean to people. The ambition was to move beyond functional communication and turn printing itself into a creative act. The solution was “My Way” – a campaign that transformed the PIXMA printer from a piece of technology into a maker’s tool, and from an object of utility into a source of imagination.
How do you make people care about something they’ve always taken for granted? For Canon Europe, the challenge was to make the humble printer matter again. In 2007, as the PIXMA range was introduced across Europe, the ambition was not to sell another piece of hardware, but to reignite people’s imagination about what printing could do. The brief was to show the advantages and features of a product that most people use every day, and never think twice about.
The answer was “My Way.”
Why make a website about a printer, when you can use a printer to make a website?
That simple question became the spark for an idea that would redefine how people saw Canon PIXMA. Instead of building a campaign that talked about printing, every part of the work was printed first, then cut, folded and brought to life through stop-motion animation. The entire website was built from paper – a colourful world of origami birds, rabbits, robots and lighthouses, each one created using a Canon PIXMA. With the help of an origami artist, every corner of that universe was meticulously crafted, proving the product’s precision, colour and creativity through the act of creation itself.
Agency
Dentsu Amsterdam
Role
Senior Art Director
Responsibility
Concept and Art Direction
The Campaign
Visitors to the site were invited to take part in the story. They could download and print templates of the paper creatures, cut them out and assemble their own versions of the PIXMA world at home. It wasn’t just a campaign to watch, it was one to make. By turning printing into a playful, hands-on experience, “My Way” transformed a functional household device into a tool of personal expression.
The printer became a bridge between the digital and the physical – a way to bring imagination to life, one printed page at a time.
At its core, “My Way” celebrated individuality. The campaign recognised a growing truth: people didn’t just want technology that worked, they wanted tools that reflected who they were.
PIXMA was designed for exactly that. Each image and execution represented a different personality, and together they expressed one simple idea – there’s a Canon PIXMA for everyone.
Visually, the campaign was rich with craftsmanship. Every fold, texture and shadow was real. The stop-motion world felt alive, playful and tactile, a reminder of the joy in making something by hand. The product’s quality wasn’t claimed, it was demonstrated, page by page, through the printed worlds it created.
Across Europe, “My Way” shifted how people saw Canon printers. It elevated PIXMA from a piece of office equipment to a creative companion, a brand that didn’t just enable printing but inspired making. It showed that printing could be personal again, and that technology, when used creatively, could bring something human back into the digital age.
“Canon PIXMA. Make it your way.” wasn’t just a tagline. It was an invitation to create, to personalise, and to see the extraordinary possibilities hiding in something as familiar as a printed page.
