The new bizhub campaign introduces the notion that business is changing, and that bizhub is there to help professionals meet those changes. The campaign initiates the idea of change through the tagline "Change the way you do business."

Visually, the ads show successful business people along with three of bizhub's most important buttons: start, stop and reset. These buttons, used at the beginning of declarative sentences, punctuate the importance and timeliness of change. The copy of the ads illustrate how bizhub features can help users change the way they do business by collaborating better, by using colour, and by being able to work while away from the office.