Canon Australia has announced its latest campaign which brings to life its online World of EOS community.

It launched on May 30 with four TVCs that bring the online World of EOS to life and are filmed using the brands own cameras. The brand claims this will be the first time that a commercial quality EOS TVC has been shot using the full high definition capability of the cameras.

The theme throughout is the use of ‘real’ images entered by everyday photographers who participated in the various World of EOS challenges. The campaign will span TV, online, cinema, outdoor and print representing a $3 million investment in media.

“This latest EOS campaign inspires people through imagery instead of focusing solely on EOS digital SLR technology – it uses real people, real images, real passion and real inspiration,” said Chris Macleod, brand manager of EOS, Canon Australia.

“Canon was the driving force in growing the consumer digital SLR market in 2009 and we are investing heavily in the market again this year with the aim of further driving category growth as well as passion for the category by engaging and inspiring consumers with creative photography.”

The campaign builds upon the 2009 strategy which saw the EOS brand maintain its number one category spot with 54% value share and 33% growth in revenues versus 2008.