The Power of Print – Epson 2016 | Clapboard Ad Archive

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The power of print, Stephen Wilkes, Amy Toensing - Epson | Clapboard Ad Archive

Epson’s 2016 campaign The Power of Print, crafted in partnership with M&C Saatchi, stands as a targeted affirmation of the brand’s longstanding commitment to the preservation and elevation of photographic artistry within the electronics market category. Conceived as an extension of the Print Your Legacy initiative, the campaign foregrounds respected photographers Stephen Wilkes and Amy Toensing, whose on-camera testimonials anchor the narrative in personal authority and creative credibility. Rooted in what Clapboard’s taxonomy classifies as FORMAT#7—Presenter Testimonial, the work leverages the direct, experience-driven advocacy of these industry voices to both inspire and reassure an audience that prizes authenticity and tangible outcomes. Rather than relying on conceptual flourish or overt technical demonstration, Wilkes and Toensing articulate—in precise, resonant terms—the irreplaceable value of print media in securing the photographer’s legacy, challenging the prevailing assumption that digital alone is sufficient for the full transmission of story, emotion, and artistry. The campaign’s strategic choice to operate mainly in digital channels reflects a clear understanding of contemporary consumption habits, yet positions print not as a nostalgic artifact but as a vital extension of the modern creative’s toolkit, capable of transforming intangible pixels into enduring works that carry genuine emotional weight. By enlisting notable practitioners to discuss their processes and motivations, Epson and M&C Saatchi not only differentiate from competitors like Canon and HP—who often foreground technical innovation or enterprise integration—but assert a unique positioning at the intersection of creativity and technology, where the act of printing serves as a means of authorship and permanence. This integrated approach reinforces Epson’s relevance amid a crowded field, directly connecting the product experience to creative ambition and storytelling without the filter of overt salesmanship or abstraction. The campaign earns 63/100 in Clapboard’s global creative archive. At a moment when storytelling platforms multiply and digital content cycles intensify, The Power of Print signals to the industry that creative influence endures most meaningfully when vision is made physical, especially when advocated by those whose reputations are built on lasting imagery.

Credits

Client

Epson

Agency

M&C Saatchi

Ceo

Huw Griffith

Creative Director

Maria Smith

Copywriter

Alina Karabaich

Art Director

Sam Ashcraft

Producer

Dennis DiSalvo, Brian Bushaw

Account Management

Mike Wilton

Strategic Planner

Jason Riley

Photographer

Tim Mantoani

Editor

Christopher Scheer

Audio Post

Farin Hoover

Category Mind Map

48%

Epson’s campaign “The Power of Print,” featuring renowned photographers Stephen Wilkes and Amy Toensing, positions print as a tangible legacy in an increasingly digital world. The brand proposition centers on the enduring value and emotional resonance of printed photography, emphasizing print’s ability to preserve stories and memories beyond transient digital formats. By aligning itself with respected artists known for narrative-driven, impactful imagery, Epson underscores print’s unique role in storytelling and creative expression within the electronics and technology market. The campaign’s market strategy leverages the authoritative voices of established photographers to engage a niche but influential audience passionate about photography and creative authenticity. This narrative-driven approach taps into a deeper motivation among both professionals and enthusiasts who seek to elevate their work through high-quality print output. The insight driving the campaign is that, despite digital convenience, print remains a medium where artistic legacy is most palpably sustained. The choice of a digital medium for the campaign, despite promoting print, suggests an integrated approach that acknowledges current content consumption habits while advocating for the complementary, lasting impact of physical prints. Overall, the creative angle highlights print not merely as a product but as an essential element of creative identity and heritage, reinforcing Epson’s relevance in a competitive electronics landscape.

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign centers on renowned photographers, Stephen Wilkes and Amy Toensing, who discuss their passion for photography, motivations, and the stories behind iconic images as part of Epson’s "Print Your Legacy" initiative. The narrative cues in the metadata and introduction point toward respected industry figures directly sharing their experiences with the product, highlighting its role in preserving their creative work. The focus lies on testimonial-style endorsements from credible professionals, not dramatic storytelling, product demonstration, or overt symbolism. There’s a clear use of expert presenters discussing the product’s significance to them, which aligns most closely with the Presenter Testimonial format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. HP Inc. – HP positions itself as a leader in reliable, user-friendly printing solutions combining innovation with sustainability. It emphasizes all-in-one devices and seamless connectivity, catering to both home and enterprise markets with a strong focus on integrated software and cloud services. 2. Canon Inc. – Canon leverages its reputation for high-quality imaging and precision engineering. It targets professionals and businesses by offering advanced printing technology and superior photo print quality, distinguishing itself with a broad portfolio spanning cameras, printers, and imaging solutions. 3. Brother Industries – Brother focuses on cost-effectiveness and durability, appealing primarily to small-to-medium businesses. Its positioning highlights efficiency, ease of use, and multifunctional devices, with a strong emphasis on affordable laser and inkjet printers for office environments. 4. Lexmark International – Lexmark emphasizes enterprise-grade printing and workflow solutions, targeting large corporations with secure, scalable, and customizable print management systems. It differentiates through innovation in software integrations and sustainability initiatives. 5. Samsung Electronics – Samsung, though more diversified, is recognized in printing through high-tech laser printers. It positions itself on modern design, fast print speeds, and seamless integration with its broader ecosystem of consumer electronics and smart devices.

Q: What is The power of print, Stephen Wilkes, Amy Toensing about? A: The power of print, Stephen Wilkes, Amy Toensing is a 2016 campaign created for Epson by M&C Saatchi, targeting the United States market within the electronics and technology sector. The campaign is part of Epson’s Print Your Legacy initiative and features acclaimed photographers Stephen Wilkes and Amy Toensing. Through a series of digital media assets, the campaign explores the deep connection between these photographers and the art of print, focusing on their personal motivations, inspirations, and the stories behind their most iconic images. The central creative idea positions print as a vital medium for preserving creative legacy in a digital age. Q: What creative device does The power of print, Stephen Wilkes, Amy Toensing use? A: The power of print, Stephen Wilkes, Amy Toensing employs the Presenter Testimonial format, as classified by Clapboard’s 12-format taxonomy. This approach features respected photographers Stephen Wilkes and Amy Toensing directly addressing the audience, sharing their personal experiences and the significance of print in their work. Rather than relying on dramatization or product demonstrations, the campaign leverages authentic, testimonial-style endorsements from credible industry figures, reinforcing the value of print through authoritative, first-person narratives that resonate with both professional and enthusiast audiences. Q: What is the campaign proposition for The power of print, Stephen Wilkes, Amy Toensing? A: The campaign proposition for The power of print, Stephen Wilkes, Amy Toensing centers on Epson’s belief in the enduring value and emotional resonance of printed photography. By enlisting renowned photographers to articulate how print preserves stories and memories beyond fleeting digital formats, Epson positions itself as a champion of creative legacy. The campaign targets a niche yet influential audience of photographers and creative professionals, emphasizing that print is not just a product but an essential element of artistic identity and heritage within the electronics and technology market. Q: How does The power of print, Stephen Wilkes, Amy Toensing rank in Clapboard's archive? A: In Clapboard’s global ad archive, The power of print, Stephen Wilkes, Amy Toensing holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Epson's category? A: In the electronics and technology category, Epson competes with several major brands. HP is known for its reliable, user-friendly printing solutions with a focus on innovation and sustainability, targeting both home and enterprise users. Canon is recognized for high-quality imaging and advanced photo print technology, appealing to professionals and businesses. Brother emphasizes cost-effectiveness and durability for small-to-medium businesses, while Lexmark targets large corporations with enterprise-grade, customizable print management solutions. Samsung leverages modern design and fast print speeds, integrating its printers within a broader ecosystem of consumer electronics and smart devices.