Canon have launched a new ad campaign, Make Photography New Again, for the new 5D Mark II and 50D DSLR cameras. Photographer Rick Guest was creatively challenged to explore new ways of interpreting four photography themes (light, detail, speed and motion), shooting in and around London, UK. Gregory Kukolj, Marketing Communications Director Canon Europe commented: ”The driving force behind ‘Making Photography New Again’ is the pursuit of powerful images through natural exploration and experimentation of light, detail, speed and motion without post production touch ups.”

Canon UK Press Release

Canon takes a creative leap with new advertising campaign

The ‘making of’ videos can be found at www.canon-europe.com/neweos

United Kingdom / Republic of Ireland 4th November 2008: Canon launches a new advertising campaign ‘Make Photography New Again’, promoting the EOS 5D Mark II and EOS 50D. The campaign will span across 17 European markets from November and invites photographers to experiment with key photographic elements such as light and motion in new creative ways, using a Canon EOS camera.

Canon worked with advertising agency Cayenne to identify four photography themes (light, detail, speed and motion) which will resonate with professional and amateur photographers and also play to the key strengths of both new cameras. Without a detailed brief to respond to, photographer Rick Guest was creatively challenged to explore new ways of interpreting these themes. A camera crew following Guest captured his journey. These behind-the-scenes clips are available to view on the Canon website. Guest shot the four campaign images in and around London using the EOS System.

The campaign targets high end photographers and ambitious amateurs, with the new EOS 5D Mark II and EOS 50D. The EOS 5D Mark II is the first camera to include full high definition video and both cameras will redefine the landscape of photography. With innovation at the heart of its products, Canon sought to be equally as pioneering and go beyond the expected with its marketing campaign.

Gregory Kukolj, Marketing Communications Director Canon Europe says: ”The driving force behind ‘Making Photography New Again’ is the pursuit of powerful images through natural exploration and experimentation of light, detail, speed and motion without post production touch ups.”

He continues, “We gave Rick complete autonomy and placed huge faith in his instincts to achieve the best results possible, based on the four themes. We did this because we believe in photography in its purest form and giving those with a passion for it the right tools to realize their photographic potential. Our faith has paid off and the results are great. We look forward to seeing how the images will be received by consumers.”

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