Usain Bolt fronts brand new Epson subs campaign by Live & Breathe


Leading creative agency, Live & Breathe, has partnered with global technology company Epson for its latest campaign refresh, featuring Olympian Usain Bolt.

Usain Bolt

The campaign features Epson’s European brand ambassador, Usain Bolt – the fastest man in the world – in a series of in-store Point of Sale and digital assets for Epson’s website and social platforms.

The new assets aim to energise Epson’s EcoTank cartridge-free printers and ReadyPrint ink subscription services across Europe and form part of an integrated campaign that also includes PR, TV and social media.

Live & Breathe’s team was briefed with refreshing the EcoTank campaign, focusing on its USP as a cost-savvy option when compared to other printing products.

Rachel Lumb, Account Director at Live & Breathe, said: “We’re really proud to be working with Epson for this exciting campaign.

“Usain Bolt is a symbol of extraordinary achievements, and his continued partnership with Epson allows us to present EcoTank and ReadyPrint as essential tools for success, just as Usain relies on his strengths to reach new heights.

“This collaboration represents the perfect blend of creativity, innovation, and athletic prowess.”

Maria Eagling, director of marketing for Epson Europe, said: “This is our third year of working with Usain Bolt, and Live & Breathe have really helped to invigorate many of our Point of Sale and digital assets, to ensure the campaign remains fresh and engaging.

“Live & Breathe really understands the challenges we face in ensuring that our EcoTank printers and ReadyPrint ink subscription services remain relevant in today’s market.”

Both campaigns will land in-store and online in Q4 2023, and will feature a complete refresh of the creative assets.

Subsequently, the campaign will roll out across various channels, including social media and digital platforms, in Western and Central Europe, to engage consumers in an immersive and impactful way.