Canon Australia : The Digic Difference

Canon faces one major hurdle when conveying the power of its Digic image processor, explains Leo Burnett/Sydney art director Michael Spirkovski: "A lot of people don't actually know what pixels are." Hence this Aussie print campaign, intended "to educate the camera-buying public about pixels and just what a difference the Digic image processor makes to them," he says. Without benefit of before/after photography, or any photography, for that matter, "each image in the campaign is designed to make those weird little squares less mysterious, and highlight the major advantages of the Digic processor." This is reinforced on the web, of course, at Canon.com.au/digic.