Latest news with #META-CWA
Campaign ME
24-07-2025
- Entertainment
- Campaign ME
Epson shows EpiqVision Mini projectors are ‘Designed for Every Moment'
To launch its EpiqVision Mini smart laser projectors, Epson has collaborated with JWI for a creative campaign that aims to redefine how projectors can add meaning to people's lives. Challenging the stereotype that projectors are often thought of as functional devices for boardrooms or home cinemas, the brand saw an opportunity to reposition the projector as a lifestyle enabler. The campaign, rolling out across the Middle East, Türkiye, Africa, and Central & West Asia, is built on a simple but powerful insight: people don't connect over pixels – they connect over moments. 'In this part of the world, shared experiences are the heartbeat of everyday life,' said Natalie Harrison, Marketing Director at Epson META-CWA. 'We knew that to create true emotional relevance, we had to show how our technology fits into the fabric of family, friendship and togetherness. That meant stepping away from the functional and leaning fully into the emotional.' Designed for Every Moment centres on four unique, story-led films that aim to reflect different audience mindsets. Instead of product demos or spec-led messaging, the projector is subtly woven into real-life scenarios, always as the enabler of something more meaningful. The campaign showcases this in various scenarios from spontaneous couple time to family movie traditions. 'Too often, tech brands focus on what their products do, rather than what they create,' said Ben Thomas, Creative Director at JWI. 'For us, it wasn't about the lumen count or screen size. It was about the feeling. What does this product unlock? What does it allow you to experience? That's where the storytelling began.' To align with Epson's reputation for forward-thinking technology, the team turned to AI to bring the campaign to life. The creative team said it used AI-generated visuals to develop the films, delivering high-quality content quickly and cost-effectively. JWI further claims it accomplished this without sacrificing craft or emotional depth. 'As a brand that leads with innovation, using AI to tell this story felt completely right for Epson,' Harrison added. 'It wasn't a gimmick, it was a smart, strategic decision that allowed us to be creatively ambitious and commercially agile.' Thomas echoed this sentiment: 'We're always exploring new tools to push our ideas further. In this case, AI gave us the flexibility to tell multiple stories for the diverse META-CWA region without certain creative constraints.' The campaign aims to bring a new approach to lifestyle tech marketing, moving away from product demos or spec-led messaging and leaning into what people actually value: spending time together, making memories and enjoying everyday moments. By shifting the focus from functionality to feeling, Epson claims the campaign makes the EpiqVision Mini more appealing and creates a deeper emotional connection with customers. 'It's not just about projectors,' said Harrison. 'It's about bringing people together and reminding people of what really matters.' Credits: Client: Epson META-CWA Creative & Production Agency: JWI
Al Bawaba
02-07-2025
- Business
- Al Bawaba
Epson Announces Partnership with Global Music Icon Shakira
Epson, a global technology leader in visual and printing solutions, has named international music icon Shakira as the new official ambassador for its Middle East, Türkiye, Africa, Central and West Asia (META-CWA) region. The strategic partnership with Shakira, the globally known musician, entrepreneur, innovator, and mother, aligns with Epson's dedication to providing accessible and sustainable technology to empower individuals. Further, this collaboration underscores Epson's commitment to fostering innovation, empowerment, and entrepreneurship across the new partnership with Shakira will be launched as part of Epson's campaign 'Imagine New Possibilities.' This builds upon existing collaborations where the music star represents other regions across Epson's global footprint. It will incorporate a range of initiatives that champion youth creativity and innovation. The new campaign is aimed at inspiring the next generation to find new possibilities and boost confidence, creativity, and performance, while fostering an environment where imagination can day, Epson demonstrates its commitment to delivering technology that enriches visual experiences and enhances creative capabilities. Through its state-of-the-art visual and printing solutions, Epson enables students to transform ideas into reality; provides entrepreneurs and small businesses with accessible tools to visualise, design, and create their dreams; supports educators in delivering immersive, hands-on learning experiences; and helps families capture, preserve, and share their most meaningful moments."At Epson, we believe in the power of creativity to shape the future, and we are committed to providing the solutions that help turn ideas into reality. By making technology more accessible and fostering hands-on engagement, we aim to empower today's innovators while inspiring and nurturing the next generation. Shakira's dedication to education and creativity makes her the ideal ambassador for this partnership. Together, we are excited to enable both this generation and the next to dream big," said Natalie Harrison, Marketing Director at Epson META-CW Asia. Shakira, a multi-Grammy and Latin Grammy award-winning artist, philanthropist, and UNICEF Goodwill Ambassador, is renowned for relishing new opportunities and tackling creative projects with bold ideas. Like Epson, the artist continuously pushes boundaries – challenging conventions and delivering bold, inspiring results. The partnership between Epson and Shakira will officially launch on July 1st, featuring the music megastar across multiple platforms including digital media, retail experiences, and educational initiatives throughout the region.
