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$100 Mil. Effort Includes Top-to-Bottom Corporate Redesign
NEW YORK–Looking to reposition itself as more than just a provider of cameras and printers, Canon U.S.A. will launch a $100 million rebranding campaign in early November.
The effort, from DCA here, will include a redesign of all corporate materials and a 60-second TV spot (with a 30-second execution) directed by Marcus Nispel of Ridley Scott and Associates. Nispel directed a previous campaign for Canon color copiers, tagged “The colors between the colors.”
“It’s a brilliant campaign,” said Steve Penchina, evp and executive creative director at DCA of the rebranding effort.
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