When Canon asked mcgarrybowen London to re-launch the PIXMA printer across Europe, core to the job was to inspire photographers to print their photos for real, not simply follow the trend for sharing them online and then forgetting about them. We did this by bringing printing and colour to life through beautiful ‘sound sculptures’. We demonstrated the superior quality of printing of the Canon Pixma by using the most basic ingredient of printing, ink, and demonstrating how wonderful it can appear. The ‘sound sculptures’ were created by stretching a balloon over a speaker to form a membrane. A few drops of paint were then placed in the centre of the balloon and a single sharp note was played through the speaker, causing the paint to erupt for just a fraction of a second. The resulting footage ran as print advertising across Europe and online films. Canon saw sales 35% above target and the videos have been played over 1 million times online.