Our challenge was to launch the Fuji Xerox Iridesse™ Production Press to the Asia-Pacific market. The Iridesse™ is the world’s first and only true metallic colour spectrum printer that prints in one pass. Other brands offer some metallic capability, but would require extra print units. The company wanted to promote its specialty colour production machines in a new, distinctive and ownable way. 

The LogicLogicMagic® approach was to own the metallic colour category by creating a term that defines it: Metallicolour.
Then, imagine Iridesseas if it was a new show from Cirque du Soleil – known for beauty and performance. We then created a holistic, integrated campaign with print, digital and experiential elements culminating in the launch.

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