Canon unveils $5m campaign for TruCapture technology

Canon has launched a $5 million TV, print, online and in-store campaign for its new ‘true-to-life’ digital camera technology, TruCapture. The campaign was created by Leo Burnett.

(Video removed over music rights issue)

The production company behind the TV spot was The Otto Empire, which used Canon EOS 5D Mark II and EOS 7D digital SLR cameras.

Darren Ryan, general manager consumer marketing, Canon Australia, said: “Our campaigns aim to address consumer issues and drive change in our categories. Our research has shown that consumers are generally dissatisfied with the image quality of their digital cameras in poor light or difficult shooting conditions – yet they want a digital camera that’s simple and easy to use.”

“TruCapture answers this need, and we will communicate this simply and in meaningful ways at each touchpoint.”

The campaign follows last year’s ‘photochains’ campaign, which won the 2010 Cannes Lions Media Grand Prix for the Canon EOS.


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