Usain Bolt Comes to the Rescue in McCann Birmingham鈥檚 Campaign for Epson
Epson is continuing its partnership with legendary sprinter, Usain Bolt, with the launch of a new integrated campaign created by McCann Birmingham.
Instead of focusing on Bolt鈥檚 speed, the creative shows the athlete with a chilled-out attitude in his post-racing life alongside Epson鈥檚 innovative bottle refill printer system. He鈥檚 no longer the fastest man on earth, he鈥檚 the most chilled out, and he鈥檚 on hand to smooth out any printing problems with the help of Epson. From homework to boarding passes, Bolt saves the day as he unexpectedly slides into homes with an Epson printer, showing users how to 鈥榡ust fill and chill鈥.
Running social and digital, the new campaign will initially run throughout the UK, Italy, Germany, Poland and South Africa. The campaign was developed in close partnership with Epson and Citizen Films.
Maria Eagling, marketing director EMEA at Epson said: 鈥淲e鈥檙e all used to seeing Usain speeding around, but this campaign shows a chilled and humorous side to the retired sprinter. Home printing isn鈥檛 just about speed, it鈥檚 about reliability and Usain is the ideal partner to demonstrate how customers can print what they need, when they need it.鈥
Adam Bodfish, executive creative director at McCann Birmingham said: 鈥淲e鈥檝e all experienced a last-minute panic to get something printed, so what better way to lighten the stress than having Usain Bolt slide in, solve your problem and steal your sandwich? The work really reflects a great collaboration with Epson and Usain to bring fun, creativity and humour to home printing.鈥
McCann was appointed by Epson earlier this year to develop a new strategic approach which would create cut-through and challenge the typical home printer category.
