Beyond its consumer products, Kodak has a lesser known but wildly critical business line that serves the commercial printing market. Faced with increased competition and a decline in the use of print, Kodak needed to reach out and connect with printers on a more emotional level—letting them know that Kodak was standing by them with products and solutions that were relevant for their changing world.
The Press On campaign rejected traditional "speeds and feeds" feature-based sales tactics, instead celebrating real printers in their own environments, and rallying the industry to keep printing. Across three years, the campaign evolved from portrait-based print advertising, website design, anthem videos, and tradeshow installations to include a webisodic
show (hosted by designer and illustrator Tad Carpenter) that documented how printers around the world are finding new ways to thrive.