Canon
Canon’s new tagline presented a challenge in the Chinese market, as its core message did not translate well into Chinese.
When adapting its message to a Chinese audience, we decided to focus on the emotional connection that Canon wished to make with its consumers.
We created a new tagline that expresses Canon's desire to help its consumers capture the emotionally stirring moments that are constantly present in today’s ever-evolving world.
Upon its launch, Canon China made the new Chinese tagline the core message at all consumer touchpoints.
Canon’s heritage of technological advancement was leveraged and its new image resonated deeply with Chinese consumers.