Digic: Pixels

When Canon wanted to tell the world about the power of its DIGIC image processor, and what it means for pixel quality, they faced one major problem: a lot of people don't actually know what pixels are. Enter Leo Burnett and a campaign designed to educate the camera-buying public about pixels and just what a difference the DIGIC image processor makes to them. Each image in the campaign is designed to make those weird little squares called pixels less mysterious and highlight the major advantages of the DIGIC processor. Namely, that it will give you sharper and more colourful pixels the moment you press the shutter button. Something that comes in handy when photographing everything from a cheetah at top-speed to a kid at a party with a major sugar-buzz.