Just chill and fill: Epson and Usain Bolt launch new campaign by McCann Birmingham

Published on November 14, 2022

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’s speed, the creative shows the athlete with a chilled-out attitude in his post-racing life alongside Epson’s innovative bottle refill printer system. He’s no longer the fastest man on earth, he’s the most chilled out, and he’s 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 ‘just fill and chill’.

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 “We’re all used to seeing Usain speeding around, but this campaign shows a chilled and humorous side to the retired sprinter. Home printing isn’t just about speed, it’s about reliability and Usain is the ideal partner to demonstrate how customers can print what they need, when they need it.”

Adam Bodfish, Executive Creative Director at McCann Birmingham said “We’ve 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.”

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.

View the work here.