One Business. One Brand. One Vision. Canon

To make the integrated vision of "One Canon" a reality for its customers and its staff.

Insight

Seeing is believing. For the Canon organisation increasingly to act upon a single vision, they would have to see and experience that one vision at work.

Solution

This was a massive undertaking, involving scale, range and depth in one place and at one time. We developed an experiential manifestation of the "We Speak Image" campaign. This global showcase captured Canon’s vision and introduced new imaging solutions for the home and office.

With the 19th Century Grande Hall de la Villette creating an impressive backdrop, we used architectural brand language, colour and image to create distinct and unique zones for each business group. Guided from a purpose-built registration hall, guests were presented with a panoramic overview of the exhibition hall below. Screens then provided an orientating virtual reality flythrough of the inter-dependent zones.

A custom-built pavilion housed a hospitality area that served 5,000 daily meals and 6 break-out rooms serviced the needs of 120 individual meetings. Finally, a giant, new auditorium provided the venue for 1,600 VIP guests to attend a keynote address by Fujio Mitarai, Chairman & Global CEO of Canon Inc.

Results

The events received in excess of 500 affirmative press articles and had extremely positive feedback from senior management. Mr. Fujio Mitarai declared it to be "The best Expo ever", which exceeded its targets for new business.