Canon is a video and photo equipment supplier to both professional and amateur photographers. The most common point of sale in the camera industry is lenses; photographers new and old alike, buy new lenses for their cameras. This is typically at a rate of 3 lenses per camera owned.
The problem is, helping photographers buy new lenses and identify their photo needs. The solution was to create an ad campaign that uses both the technical differences and the connective feeling of discovery. Thus, identifying those needs and leading photographers to Canon's website to purchase the equipment.
