Canon USA, Inc.

Michelle Fernandez, Asst. Manager - Mktg.
Yuko Tanaka, Asst. Manager - Camera Mktg.
Yukiaki Hashimoto, SVP/GM Imaging Group
Yuichi Ishizuka, Dir. - AGM Camera Mktg.
Tiger Ishii, Manager - Digital Camera Mktg.
Rick Booth, Dir. - Mktg. Mktg. Services/CIG

DCA Advertising *Lead Agency

Lona Walburn, Creative Dir.
Max Terry, VP - Management Supervisor
Doug Fidoten, EVP - Dir. of Strategic Planning
Ron Rosen, EVP - Exec. Creative Dir.
Neal Gomberg, VP - Creative Dir.
Steve Biegel, VP - Creative Dir.

The digital camera market, which has had explosive growth, is transitioning into a mainstream category. Canon is one of the top three brands. Even with Canon's relatively strong brand position, there is very little brand differentiation between brands. Canon recognizes that as the market matures, brand differentiation will determine brand leadership. Canon also wants to secure itself as one of the leading brands by capturing more substantial market share. Canon needed to demonstrate that there is a clear difference between digital camera brands. By creating a campaign that leveraged the unique Canon DIGIC image processor, we could demonstrate that all digital is not the same. Since the launch of the campaign, Canon has more than exceeded its objectives.