If you press the shutter button halfway and (0) elapse, you must press it halfway again and wait a moment before pressing it completely to take a picture. If you press the shutter button completely without pressing it halfway rst or if you press the shutter button halfway and then press it completely immediately, the camera will take a moment before it takes the picture. No matter what state the camera is in (image playback, menu operation, image recording, etc.), you can return to shooting instantly just by pressing the shutter button halfway (except during direct printing). Camera movement during the moment of exposure is called camera shake. To prevent camera shake, note the advice below. Also see Holding the Camera (p.42). Hold the camera steady. Put your nger tip on the shutter button, hold the camera with your right hand, then press the shutter button gently.
Operating the <6> Dial
The <6> dial is mainly used for shooting-related settings.
(1) After pressing a button, turn the

<6> dial.

When you press a button, its function remains on for 6 seconds (9). While turning the <6> dial, look at the setting in the viewnder or on the top LCD panel. When the timer ends or if you press the shutter button down halfway, the camera will be ready to shoot. Use it to select the AF point. After pressing the <M> button, turn the <6> dial to select the desired menu item.
(2) Turn the <6> dial only.
While looking at the LCD panel or viewnder, turn the <6> dial to set the desired setting. In this way, you can set the shutter speed, aperture, etc.
Operating the <S> Cross Keys
The <S> key is mainly used for shooting-related settings and selecting LCD monitor menu items.
(1) Press the <S> key

independently.

With the camera ready to shoot, you can press any <S> key to quickly use the keys respective menu function. <WZ> ISO speed <XB> White balance <YQ> Metering mode <ZE> AF mode Press the <S> key to select the desired setting, then press <0>.
(2) Press a button, then press the

<S> key.

When the camera is ready to shoot and you press a button, the buttons function remains on for 6 seconds (9). While the function remains on, press the <S> key while looking in the viewnder or at the LCD panel. When the function timer ends or if you press the shutter button halfway, the camera will be ready to shoot. Use it to select the AF point. When using the LCD monitor (which has no display timer), you can select menu items or select images for playback.

Install the DC Coupler (p.24) or a battery and set the power switch to <1>.
2 Select [Sensor cleaning]. Select the [b] tab.
Press the <V> key to select [Sensor cleaning], then press <0>. s If you are using a battery with sufcient power, the screen shown in step 3 will appear. If the battery is exhausted, a warning message will appear and you will not be able to proceed further. Either recharge the battery or use a DC coupler and start from step 1 again.
3 Select [OK]. key to select [OK], Press the <U>
then press <0>. s In a moment, the mirror will lockup and the shutter will open. s CLEA n will blink on the LCD panel.
4 Clean the image sensor. Use a rubber blower (commercially
available) to carefully blow away any dust on the surface of the CMOS sensor.
5 Stop the cleaning. to <2>. Set the power switch
s The camera will turn off, the shutter will close, and the mirror will go back down. Set the power switch to <1>. You can start shooting again.
During the sensor cleaning, never do any of the following that would turn off the power. If the power is cut off, the shutter will close and it may damage the shutter curtains and image sensor. Set the power switch to <2>. Opening the CF card slot cover. Opening the battery compartment cover. Do not insert the blower tip inside the camera beyond the lens mount. If the power goes out, the shutter will close and the shutter curtains and image sensor may be damaged. Use a blower not attached with a brush. A brush can scratch the sensor. Never use canned air or gas to clean the sensor. The blowing force can damage the sensor or the spray gas can freeze on the sensor. When the battery is exhausted, the beeper will sound and the <c> icon will blink on the LCD panel. Set the power switch to <2>, replace the battery, and start over. You cannot clean the sensor if Battery Grip BG-E3 (optional) is attached to the camera and size-AA batteries supply the power. Use AC Adapter Kit ACK700 (optional) or use a battery having sufcient power.
3 Set the power-off time/Auto power off
You can set the auto power-off time for the camera to turn off automatically after a set time of idle operation. If you do not want the camera to turn off automatically, set this to [Off]. If the camera turns off automatically, just press the shutter button halfway to turn it on again.

Basic Zone Modes

Just select a shooting mode suiting the target subject, and you can easily obtain the best results.

Portrait

This mode blurs the background to make the human subject stand out.
Holding down the shutter button executes continuous shooting. To increase the background blur, use a telephoto lens and ll the frame with the subject from the waist up. Or have the subject stand farther away from the background. s The AF mode will be set to <X>, the drive mode will be set to <i>, and the metering mode will be set to <q> automatically.

Landscape

This is for wide scenic views, night scenes, etc.
Using a wide-angle lens will further enhance the depth and breadth of the image. s The AF mode will be set to <X>, the drive mode will be set to <u>, and the metering mode will be set to <q> automatically.

Close-up

Use this mode to take close-up shots of owers, insects, etc.
Focus the subject at the lens closest focusing distance as much as possible. To obtain a larger magnication, use the telephoto end of a zoom lens. For better close-ups, an EOS-dedicated macro lens and Macro Ring Lite (both optional) are recommended. s The AF mode will be set to <X>, the drive mode will be set to <u>, and the metering mode will be set to <q> automatically.

Sports

This is for fast-moving subjects when you want to freeze the action.
The camera will rst track the subject with the center AF point. Focus tracking will then continue with any of the seven AF points covering the subject. While you press the shutter button, focusing will continue for continuous shooting. Using a telephoto lens is recommended. When focus is achieved, the beeper will sound softly. s The AF mode will be set to <Z>, the drive mode will be set to <i>, and the metering mode will be set to <q> automatically.

Night Portrait

This mode is for shooting people outside at twilight or at night. The ash illuminates the subject and a slow sync speed captures a natural-looking exposure of the background.
If you want to shoot a night scene without people, use the <3> mode instead. Tell the subject to keep still even after the ash res. s The AF mode will be set to <X>, the drive mode will be set to <u>, and the metering mode will be set to <q> automatically.

Flash off

You can disable the ash when you do not want it to re.
The built-in ash or any external Speedlite will not re. s The AF mode will be set to <9>, the drive mode will be set to <u>, and the metering mode will be set to <q> automatically.
In the <6> mode, use a tripod to prevent camera shake. In the <3> or <7> mode, if the shutter speed display blinks, be aware that camera shake may occur.

Press <0> to exit the setting and return to the menu.

B/A bias 3 levels

M/G bias 3 levels
the picture. 4 TakeB/A bracketing has been set, the s If
three images will be recorded onto the CF card in the following sequence: Normal white balance, blue bias, and amber bias. If M/G bracketing has been set, the sequence will be normal white balance, magenta bias, and green bias.
Canceling White Balance Auto Bracketing
In step 3, set BKT to 0 (set to , 1 point).
If the image-recording quality is set to RAW or RAW+7L, white balance bracketing cannot be used. With white balance bracketing set, the maximum burst will be 2 shots. When you set white balance bracketing, the possible number of shots displayed on the LCD panel will decrease to one-third the normal number. Since three images are recorded for one shot, the CF card will take longer to record the shot. You can also set white balance correction and AEB in combination with white balance bracketing. If you set AEB in combination with white balance bracketing, a total of nine images will be recorded for a single shot. BKT stands for bracketing.
3 Setting the Color SpaceN
The color space refers to the range of reproducible colors. With this camera, you can set the color space for captured images to sRGB or Adobe RGB. For normal images, sRGB is recommended. In the Basic Zone modes, sRGB will be set automatically.

Select [Color space].

Select the [m] tab. Press the <V> key to select [Color space], then press <0>.
the 2 SetPress desired colortospace. the <V> key select
[sRGB] or [Adobe RGB], then press <0>.

About Adobe RGB

This is mainly used for commercial printing and other industrial uses.This setting is not recommended if you do not know about image processing, Adobe RGB, and Design rule for Camera File System 2.0 (Exif 2.21). Since the image will look very subdued in an sRGB personal computer environment and with printers not compatible with Design rule for Camera File System 2.0 (Exif 2.21), post-processing of the image with software will be required.
If the image is captured with the color space set to Adobe RGB, the le name will start with _MG_ (rst character is an underscore). The ICC prole is not appended. The ICC prole is explained in the Software Instruction Manual (PDF).
3 Selecting the Processing ParametersN
The image you capture can be processed internally by the camera to look more vivid and sharp or more subdued. The processing parameters can be set according to the preset Parameter 1 or Parameter 2 or to Set 1, 2, or 3 that you can set yourself. There is also a B/W parameter for black-and-white photos. In the Basic Zone modes, Parameter 1 will be set automatically.

If you press the shutter button halfway during manual focusing, the AF point(s) achieving focus and the focus conrmation light <o> in the viewnder will light when focus is achieved.
q Selecting the Metering ModeN
The camera has three metering modes: Evaluative, partial, and center-weighted average metering. In the Basic Zone modes, evaluative metering will be set automatically.
Y the <Y 1 Press [MeteringQ> button.will appear. s The mode] menu Select the metering mode. 2 Press the <V> key to select the
desired setting, then press <0>. q: Evaluative Metering w: Partial Metering e: Center-weighted Averaged Metering When you press the shutter button halfway, the selected metering mode will be displayed on the LCD panel. q Evaluative Metering
This is the cameras standard metering mode suited for most subjects even under backlit conditions. After detecting the main subjects position, brightness, background, front and back lighting, etc., the camera sets the proper exposure. During manual focusing, evaluative metering is based on the center AF point. If the subject brightness and background light level are very different (there is a strong backlight or spotlight), use partial metering <w> instead.

w Partial Metering

Effective when the background is much brighter than the subject due to backlighting, etc. Partial metering covers about 9% of the viewnder area at the center. The area covered by partial metering is shown on the left.
e Center-weighted Average Metering
The metering is weighted at the center and then averaged for the entire scene.
i Selecting the Drive Mode
Single and continuous drive modes are provided. In the Basic Zone modes, the optimum drive mode is set automatically.
Press the <iQ> button. (9) Look at the LCD panel and press the <iQ> button to select the drive mode.
u : Single shooting When you press the shutter button completely, one shot will be taken. i : Continuous shooting (Max. 3 shots per sec.) While you press the shutter button completely, shots will be taken continuously. Q : Self-timer/Remote control (p.48/49)
During continuous shooting, the captured images are rst stored in the cameras buffer memory and then successively Max. Burst transferred to the CF card. When the buffer memory becomes full during continuous shooting, buSY will be displayed on the LCD panel and in the viewnder and the camera cannot take any more shots. As the captured images are transferred to the CF card, you will be able to capture more images. Press the shutter button halfway to check in the viewnders bottom right the current remaining shots of the maximum burst. If FuLL CF is displayed in the viewnder and on the LCD panel, wait until the access lamp stops blinking, then replace the CF card. When the battery level is low, the maximum burst will be slightly lower.

Cre ati v

Manual/stroboscopic ash High-speed sync (FP ash) FE lock Flash ratio control Flash exposure compensation FEB 2nd-curtain sync Modeling ash RAW, RAW+7L selection ISO speed setting White balance selection Custom white balance selection White balance correction WB bracketing Color space selection Processing parameter setting
Flash Settings (Built-in ash)
Flash On/Off FE lock Flash exposure compensation

About Program Shift

In Program AE mode, you can freely change the shutter speed and aperture value combination (program) set by the camera while maintaining the same exposure value. This is called program shift. To do this, press the shutter button down halfway, then turn the <6> dial until the desired shutter speed or aperture value is displayed. Program shift is canceled automatically after the image is captured. If you use ash, you cannot use program shift.

s Shutter-Priority AE

In this mode, you set the shutter speed and the camera automatically sets the aperture value to suit the subjects brightness. This is called shutter-priority AE. A fast shutter speed can freeze the motion of a fastmoving subject, and a slow shutter speed can blur the subject to give the impression of motion.
* <s> stands for Time value.

Fast shutter speed

Slow shutter speed
Set the Mode Dial to <s>.
the 2 SetWhile desiredatshutter speed.turn looking the LCD panel,
the <6> dial. It can be set in 1/3-stop increments.
3 Focus the subject. halfway. Press the shutter button
s The aperture value is set automatically.
4 Check the viewnder display and shoot.
As long as the aperture value is not blinking, the exposure will be correct.
If the maximum aperture blinks, it indicates underexposure. Turn the <6> dial to set a slower shutter speed until the aperture value stops blinking or set a higher ISO speed. If the minimum aperture blinks, it indicates overexposure. Turn the <6> dial to set a faster shutter speed until the aperture value stops blinking or lower the ISO speed. Shutter Speed Display The shutter speeds from 4000 to 4 indicate the denominator of the fractional shutter speed. For example, 125 indicates 1/125 sec.Also, 0"6 indicates 0.6 sec. and 15" is 15 sec.

f Aperture-Priority AE

In this mode, you set the desired aperture and the camera sets the shutter speed automatically to suit the subject brightness. This is called aperture-priority AE. A larger aperture opening (lower f/number) will result in a blurred background ideal for portraits. This occurs because a lower f/number decreases the depth of eld (range of acceptable focus). On the other hand, a smaller aperture opening (higher f/number) will make more of the foreground and background fall within acceptable focus. A smaller aperture opening increases the depth of eld.

Set the date imprinting to on or off. Set the printing effects. Set the quantity to be printed. Set the trimming area. Set the paper size, type, and layout. Returns to the screen in step 1. Starts the printing. The paper size, type, and layout you have set will be displayed. * Depending on your printer, certain settings like date imprinting and trimming might not be available.
3 Select [Paper Settings]. [Paper Press the <V> key to select
settings], then press <0>. s The Paper settings screen will appear.

TSetting the Paper Size

Press the <V> key to select the size of the paper loaded in the printer, then press <0>. s The Paper Type screen will appear.

YSetting the Paper Type

Press the <V> key to select the type of the paper loaded in the printer, then press <0>. s The Page Layout screen will appear.
About the Paper Types If you are using a Canon PIXMA/DS/BJ printer with Canon paper, set the respective paper type as follows:
Photo Default Photo Paper Plus Glossy Photo Paper Plus Glossy Fast Photo Photo Paper Pro
If you are using a non-Canon printer, refer to the printers instruction manual.

USetting the Layout

Press the <V> key to select the desired layout, then press <0>. s The Print setting screen will reappear.

Layout Settings

Borderless Bordered **-up Default The print will have no borders. If your printer cannot print borderless prints, the print will have borders. The print will have a white border along the edges. Option to print 2, 4, 8, 9, 16, or 20 copies of same image on one sheet. With a Canon printer, the default is borderless.
4 SetIf the other options.<H> date desired, also set the
imprinting, <E> printing effects, and <R> number of copies.
HDate imprinting EPrinting effects RNumber of copies
Press the <V> key to select the desired option. Press the <U> key to select the desired setting. Depending on the BJ printer, the <E> Printing effects setting may enable you to select the [Vivid] (for vivid greens and blue sky), [NR] (noise reduction), [Vivid+NR] or [On] setting. For details on trimming, see page 135.
5 Start printing. key to select [Print], Press the <V>
then press <0>. s The printing will start. When the printing ends, the screen will return to step 1. To stop the printing, press <0> while [Stop] is displayed, then select [OK] and press <0>.
Depending on the images le size and recording quality, it may take some time for the printing to start after you select [Print]. The [Default] setting for printing effects and other options are the printers own default settings as set by the printers manufacturer. See the printers instruction manual to nd out what the [Default] settings are.

S Direct Printing with Bubble Jet Direct
Check that the <S> icon is displayed on the upper left of the LCD monitor. Press the <U> key to select the image to be printed.

[Paper]

4 Set the options as desired.

[Borders] [Date]

Press the <V> key to select the desired option, then press <0>. Press the <V> key to select the desired setting, then press <0>. [Paper] is the size of the paper loaded in the printer. Check the [Borders] and [Date] settings and set them if necessary. When you are done, press the <7> button to return to the Print setting screen.
the 5 SetSet asnumber of copies. necessary.
Set the 6 Set astrimming. necessary.
If [Borders] is set, the date might be imprinted on the border, depending on the printer. If [Date] is [On], the date recorded for the image will appear on the print. The date will appear on the lower right of the image. If you select [Stop] during the printing, the printing will stop and the paper will be discharged. If a problem occurs during printing, an error message will appear on the cameras LCD monitor. Select [Stop] or [Continue]. If you select [Continue] and the printer does not resume printing, it will resume automatically after you resolve the problem. If you are using a BJ printer equipped with an operation display panel, the error No. will be displayed if an error occurs. To resolve the respective error, refer to the BJ printers instruction manual.

Setting the Trimming

You can crop the image and print only the cropped portion as if the image was recomposed. Do the trimming right before printing. If you set the trimming and then set the print settings, you may have to set the trimming again.

Select [Trimming].

Press the <V> key to select [Trimming], then press <0>. s The trimming screen will appear.
2 Trim the image. within the trimming The image area
frame will be printed. The operation guide disappears while you trim the image. It will reappear after 5 sec. of idle time. Changing the trimming frame size When you press the <u> or <I> button, the size of the trimming frame will change. The smaller the trimming frame, the larger the image magnication will be. Moving the trimming frame Press the <S> keys to move the trimming frame in the respective direction. Move the trimming frame until it shows the desired image area or composition. Rotating the frame The <B> button toggles between the vertical and horizontal orientation of the trimming frame. For example, a horizontal shot can be printed as a vertical shot.

Image area to be printed

menu. 3 Exit the <0>. Press
s The Print setting screen will reappear. s On the upper left, you can see the trimmed image area that will be printed.
Depending on the printer, the trimmed image area might not be printed as you specied. The smaller you make the trimming frame, the grainier the picture will look. If the picture will be too grainy, the trimming frame will turn red. While trimming the image, look at the cameras LCD monitor. If you look at the image on a TV screen, the trimming frame might not be displayed accurately. The trimming frame shape will be different depending on the [Paper settings], [Image] / [Paper], [Page layout] / [Borders] settings.
DPOF: Digital Print Order Format
With DPOF (Digital Print Order Format), you can use the camera to specify which images in the CF card are to be printed and the quantity. This feature is very convenient when you make prints with a DPOFcompatible printer or photo lab.
About DPOF DPOF (Digital Print Order Format) is a standard for recording print ordering instructions to the CF card. It is for images taken with a digital camera, and you can specify which photos and the quantity to print. With a DPOF-compatible digital camera, you can do the following: By inserting a CF card into a printer compatible with DPOF, you can make prints as specied. Printers capable of direct printing from the camera can print the images as specied by DPOF. When ordering prints from a photo lab, you do not need to ll in any order form to specify the image selections, quantity, etc.

3 Print Ordering

Print Settings
Set the print type, date imprinting, and le No. imprinting. The print settings will be applied to all print-ordered images. (They cannot be set individually for each image.)

Select [Print order].

Select the [x] tab. Press the <V> key to select [Print Order], then press <0>. s The Print Order screen will appear.
up]. 2 Select [Set <U> key to select [Set Press the
up], then press <0>. s The Print setting screen will appear.
the options as 3 SetSet the [Print type],desired. [File [Date], and
No.]. Press the <V> key to select the desired option, then press <0>. Press the <V> key to select the desired setting, then press <0>.
[Print type] [Date] [File No.]

Print Type

Standard Index Both
Prints one image on one sheet. Multiple, thumbnail images are printed on one sheet. Prints both the standard and index prints.

all], then press <0>. s One print each will be specied for all the images, then the Print Order screen will reappear. If you select [Clear all], all the images selected for printing will be deselected. If you select [Cancel], the Print Order screen will reappear.
3 Exit the menu. screen, press the On the Print Order
<7> button. s The settings will be saved to the CF card, and the menu will reappear.
Note that RAW images cannot be selected for printing even when you set Mark all. When using a PictBridge printer, print no more than 500 images for one print order. If you specify more than this, all the selected images might not be printed.
3 Direct Printing with DPOF
With a printer compatible with direct printing, you can easily print images specied with DPOF.

Prepare to print.

See page 120, 121. See Setting the Camera and Connecting the Camera to the Printer (steps 1 to 5).
order]. 2 Select [Print[x] tab. Select the
Press the <V> key to select [Print order], then press <0>. s The Print Order screen will appear.
3 Select [Print]. key to select [Print], Press the <S>
then press <0>. [Print] will be displayed only if the camera is connected to the printer and printing is possible. s The Print setting screen will appear.
4 Set the printing options.
wPictBridge Set the [Paper settings] and <E> printing effects. (p.125)
ACP Direct / SBubble Jet Direct Set the [Style]. (p.129/132)
5 Start printing. key to select [OK], Press the <V>
then press <0>. s The printing will start. To stop the printing, press <0> while [Stop] is displayed, then select [OK] and press <0>.
When printing with a PictBridge or Bubble Jet Direct printer, be sure to set the paper size. With PictBridge, the le No. cannot be imprinted. If [Bordered] is set, the date might be imprinted on the border, depending on the printer. The date might look light if it is imprinted on a bright background or border. With CP Direct, if [Print type] is set to [Index], the number of images printed on one index sheet will be as follows: Credit card size: 20 images L size: 42 images Postcard size: 63 images As for the number of index images with Bubble Jet Direct, see the BJ printers instruction manual. If you stopped the printing and want to resume printing the remaining images, select [Resume]. Note that printing will not resume if you stop the printing and do any of the following: Before resuming the printing, you changed the print order settings. Before resuming the printing, you erased an image that was to be printed. In the case of index printing with CP Direct, you changed the paper cassette before resuming the printing. In the case of index printing with PictBridge, you changed the paper settings before resuming the printing. When you stopped the printing, the CF cards remaining capacity was low. If there is a printing problem, see page 128 for PictBridge, page 131 for CP Direct, or page 134 for Bubble Jet Direct.

The camera turns off by itself. Auto power off is in effect. s Press the shutter button halfway.If you do not want auto power off to take effect, set [c Auto power off] on the menu to [Off]. Only the <c> icon blinks on the top LCD panel. The battery is almost exhausted. s Recharge the battery pack. (p.20)

Shooting

No images can be shot nor recorded. The CF card is not properly inserted. Insert the CF card properly. (p.26) The CF card is full. Use a new CF card or erase unnecessary images. (p.26, 116) The battery is exhausted. Recharge the battery pack. (p.20) You did not focus perfectly. (The focus conrmation light <o> in the viewnder blinks.) s Press the shutter button halfway again and focus the subject. If you still cannot focus properly, focus manually. (p.28, 76) The LCD monitor does not display a clear image. s s The LCD monitor screen is dirty. Use a soft, lens cloth to clean the screen. The LCDs service life has expired. Consult your nearest customer service center or dealer. s s s
The image is out of focus. s s The lens focus mode switch is set to <MF>. Set the lens focus mode switch to <AF>. (p.25) Camera shake occured when you pressed the shutter button. To prevent camera shake, hold the camera still and press the shutter button gently. (p.28, 42)
The CF card cannot be used. s s s [Err **] is displayed on the LCD panel. If it is [Err CF], see page 118. If it is [Err 02], see page 157. You are using a non-Canon CF card. Using Canon CF cards is recommended. (p.159)
Image Review & Operation
The image cannot be erased. The image is erase-protected. s Cancel the protection. (p.115) The wrong shooting date and time is displayed. The correct date and time has not been set. s Set the correct date and time. (p.37) No image appears on the TV screen. s s Video cable plugs are not inserted all the way. Insert the video cable plugs all the way in. (p.114) The correct video format (NTSC or PAL) has not been set. Set the camera to the correct video format matching the TV set. (p.34) You are not using the video cable that came with the camera. s Use the video cable that came with the camera. (p.114)

Direct Printing

The images cannot be printed. The camera is not properly connected to the printer. s Use the specied cable to properly connect the camera to the printer. (p.121) The printer is not turned on. s Turn on the printer.

Error Codes

Lens mount:

Imaging Element
Type: Pixels: Aspect ratio: Color lter system: Low-pass lter:

Recording System

Recording format: Image type: RAW+JPEG simultaneous recording: File size:
Possible (1) Large/Fine: Approx. 3.3 MB (3456 x 2304 pixels) (2) Large/Normal: Approx. 1.7 MB (3456 x 2304 pixels) (3) Medium/Fine: Approx. 2.0 MB (2496 x 1664 pixels) (4) Medium/Normal: Approx. 1.0 MB (2496 x 1664 pixels) (5) Small/Fine: Approx. 1.2 MB (1728 x 1152 pixels) (6) Small/Normal: Approx. 0.6 MB (1728 x 1152 pixels) (7) RAW: Approx. 8.3 MB (3456 x 2304 pixels) * Exact le sizes depend on the subject, ISO speed, processing parameters, etc. File numbering: Consecutive numbering or auto reset Color space: sRGB or Adobe RGB Processing parameters: Parameter 1 and 2, set 1 to 3 (three custom parameter sets), B/W Interface: USB 2.0 Hi-Speed (Print/PTP, PC connection selectable) Video output (NTSC/PAL)

White Balance

Type: Auto, daylight, shade, cloudy, tungsten light, white uorescent light, ash, custom Auto white balance: Auto white balance with the imaging sensor Color temperature correction: White balance correction: 9 stops in full-stop increments White balance bracketing: 3 stops in full-stop increments * Blue/amber bias or magenta/green bias possible Color temperature information transmission: Provided

Viewnder

Type: Eye-level pentamirror Coverage: Vertical/Horizontal 95% Magnication: 0.8x (-1 diopter with 50mm lens at innity) Eyepoint: 21 mm Built-in dioptric adjustment: -3.0 - +1.0 diopter Focusing screen: Fixed, precision matte Mirror: Quick-return half mirror (Transmission:reection ratio of 40:60, no mirror cut-off with EF600mm f/4 or shorter lenses) Viewnder information: AF information (AF points, focus conrmation light), exposure information (shutter speed, aperture value, AE lock, exposure level, AEB in progress, exposure warning), ash information (ash ready, red-eye reduction enabled, red-eye reduction lamp on, highspeed sync, FE lock, ash exposure compensation), maximum burst, CF card information Depth-of-eld preview: Enabled with depth-of-eld preview button

Autofocus

Shoot w/o card. 41 Shooting information display. 108 Shooting menu.. 31, 33 Shooting mode. 16 Shutter button.. 28 Shutter curtain synchronization. 150 Shutter speed.. 82 Single image display. 107 Single shooting. 78 Specications. 162 Sports.. 47 sRGB... 62 Standard.. 139 Style.. 129, 132 System Map.. 160
Timer... 18 Toning effect.. 66 Trimming.. 135 Tv... 82
Video cable.. 114 Video OUT. 114 Viewnder.. 15
RAW..53 RAW+JPEG.52 Recharge..20 Red-eye reduction..98 Remote control.49, 159 Replacing the date/time battery.38 Rotate..113
WB-BKT... 60 White balance.. 56 White balance bracketing.. 60 White balance correction. 59 Wireless remote control.. 49, 159 Wireless, multi-Speedlite system. 101
Selecting all images..142 Selecting Individual Images..140 Self-timer..48, 78 Sensor cleaning..39 Setting the date/time..37 Set-up menu..31, 34 Sharpness..64
CANON INC. 30-2, Shimomaruko 3-chome, Ohta-ku, Tokyo 146-8501, Japan
U.S.A. CANON U.S.A. INC. For all inquiries concerning this camera, call toll free in the U.S. 1-800-OK-CANON or write to: Customer Relations, Canon U.S.A., Inc. One Canon Plaza, Lake Success, N.Y. 11042-1198 CANON CANADA INC. HEADQUARTERS 6390 Dixie Road, Mississauga, Ontario L5T 1P7, Canada CANON CANADA INC. MONTREAL BRANCH 5990, Cte-de-Liesse, Montral Qubec H4T 1V7, Canada1010 CANON CANADA INC. CALGARY OFFICE 2828, 16th Street, N.E. Calgary, Alberta T2E 7K7, Canada For all inquiries concerning this camera, call toll free in Canada 1-800-OK-CANON CANON EUROPA N.V. Bovenkerkerweg 59-61, P.O. Box 2262, 1180 EG Amstelveen, The Netherlands CANON COMMUNICATION & IMAGE FRANCE S.A. 102, Avenue du Gnral de Gaulle 92257 La Garenne-Colombes Cedex, France CANON UK LTD. Woodhatch Reigate Surrey RH2 8BF, United Kingdom CANON DEUTSCHLAND GmbH Europark Fichtenhain A10, 47807 Krefeld, Germany CANON ITALIA S.p.A. Via Milano 8 I-20097 San Donato Milanese, Milano, Italy CANON Schweiz AG Geschftsbereich Wiederverkauf, Industriestrasse 12, CH-8305 Dietlikon, Switzerland CANON G. m. b. H. Oberlaaerstrasse 233, 4th floor, 1100 Wien, Austria CANON Espaa, S. A. C/Joaqun Costa, 41, 28002 Madrid, Spain SEQUE Soc. Nac. de Equip., Lda., Praa da Alegria, 58, 2, 1269-149 Lisboa, Portugal CANON LATIN AMERICA, INC. DEPTO DE VENTAS 703 Waterford Way Suite 400 Miami, FL 33126 U.S.A. CANON LATIN AMERICA, INC. CENTRO DE SERVICIO Y REPARACION Apartado 2019, Zona Libre de Coln, Repblica de Panam CANON HONGKONG CO., LTD. 9/F, The Hong Kong Club Building, 3A Chater Road, Central, Hong Kong CANON SINGAPORE PTE. LTD. 79 Anson Road #09-01/06 Singapore 079906 CANON AUSTRALIA PTY. LTD. 1 Thomas Holt Drive, North Ryde, N.S.W. 2113, Australia CANON NEW ZEALAND LTD. Akoranga Business Park, Akoranga Drive, Northcote, Auckland, New Zealand CANON SALES CO., INC. 16-6, Kohnan 2-chome, Minato-ku, Tokyo 108-8011, Japan

2007 Gold Effie Winner
Canon EOS 350D Digital SLR Camera Its Playtime
Category: Global Effies Agency: Cayenne Communications BV Media Agency: mediaedge:cia Client: Canon Europe Top four markets (countries) and dates campaign ran in each country
United Kingdom (April 05 Dec 05) Germany (April 05 Dec 05) Italy (April 05 Dec 05) France (April 05 Dec 05)
Total number of countries in which the campaign ran or is currently running: 16 Total number of regions in which the campaign ran or is currently running: 2
Criteria used to determine top four markets
This case illustrates how the EOS 350D communication a) influenced peoples perception of digital SLR cameras from Canon and b) thus contributed to product sales well above expectations in a very competitive environment. To make a clear link between communication and sales 2 criteria determined country choice: 1. Diversity the countries selected differ significantly in culture, consumer attitudes towards the category and Canons market position (leader vs. follower). Positive and comparable across-market results would rule out local differences and market situations and support the campaign as main success factor.
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2. Information pre- & post consumer research data has to be available to build a connection between communication and sales. The markets with the most comprehensive information available were selected. Markets chosen Germany, United Kingdom, France and Italy [Note: the campaign ran in 16 countries in 2 regions: 15 European countries and in South Africa (see creative materials attachment for South African creative work). However, only category sales and media figures for 2005 were available for South Africa. Therefore we didn't include South Africa as a showcase for the effectiveness of the campaign.]

Strategic Challenge

Situation In 2004 Canon established a new segment in the Single-Lens-Reflex (SLR) camera market: a digital SLR camera at a price point of about 1,000 EURO. This entry-level camera made digital SLR photography suddenly affordable for the hobby photographer. The camera was an instant success and the competition had a big problem. In 2005 Canon planned to launch the follow-up model, the EOS 350D, and had even higher expectations: double sales to make the EOS 350D profitable. However, the situation had drastically changed: Nikon - Canons main competitor was prepared to defend its position in the SLR category at any cost. Nikon developed the D50, a model with excellent specs designed to fight back and regain market share. New competitors like Olympus, Konica-Minolta and Pentax launched competitive models at lower prices. Canons new camera, the EOS 350D, was an improvement but not a break-through like its predecessor. And it came at a premium price.
Crucially, Canon had to identify a new target group. Converting analogue SLR user to digital SLR was not enough to achieve the sales targets. Canon had to move into the mass market. However, research indicated the Canon brand lacked 'approachability', a pre-requisite to attract mass market clientele. And, the SLR category was perceived as territory for photo-buffs but not for the average camera user. Business & Marketing Objectives 2005 1. Double sales in all key markets (+100% vs. 2004) 2. Defend Canon's market share ratio (volume) versus Nikon 3. Attract new users to digital SLR photography (+25% vs 2004) Communication Objectives 2005 4. Make SLR photography with Canon seem easy and appealing 5. Broaden Canon's brand appeal towards the mass market
As the motivations behind SLR photography were similar throughout countries and the product segment new, these objectives were set across all key markets. However, each key market had individual barriers to overcome: Germany the German market was known as being driven by technological specs and independent consumer testing. The average performance of the 350D was a handicap. United Kingdom While strong in the SLR segment Canon was weak in the mass market. Olympus was brand of choice when it came to digital photography for the masses. France Nikon was category leader and enjoyed strong heritage. Breaking into Nikons territory would require extra effort. Italy the Italian mass market was driven by product design and user-friendliness. The standard SLR appearance of the EOS 350D (size and design) could delay mass market adoption.

The Big Idea

We quickly realized that identifying the right target group and insight were key to solve the case. A segmentation study of camera user pointed towards the digital-still-compact (DSC) camera user; a group large enough to meet the sales targets, who was interested in photography and who already had experience with digital technology. However, the study also indicated that DSC user rejected SLR cameras as too large, too complicated, too boring; made for photo-freaks but not for them. If we wanted to make DSC user consider buying an EOS 350D we had to defuse this hostility and find a motivating insight towards SLR photography. An interactive workshop with DSC users brought us on the right track. We expected them to talk very seriously about their photographic achievements, their best shots, how creative they were. Instead they understood photography as a hobby, a fun activity to relax, to take 'time out'. Photography allowed them to discover and appreciate the beauty of everyday life. For them a camera was a license to play; a toy for adults to explore the world. If we would position the EOS 350D as an easy-to-use, uncomplicated camera that brings more photographic fun than a DSC camera we could lower our target groups barrier towards SLR photography - and help the Canon brand to become more approachable for the mass market. The proposition summarized it: With the EOS 350D the world becomes your creative playground - Go Play!
Bringing the Idea to Life
Qualitative research indicated the relevance of our insight to our target group across markets. However, we needed a creative idea that brought this insight to life in 16 countries without misunderstandings. We went back to examine the core of our insight. Why do people play? And why would adults need a license to play? Being an adult means lots of constraints, worries, self-control. Playing however means the opposite: no seriousness or responsibility but pure enthusiasm and enjoyment. Playing is like being a child, without any inhibitions.

If the EOS 350D is a license to play with the world then all you need to do is to let out your inner child and start playing! The campaign used this thought: a ringing school bell indicates playtime is starting; visuals invite to play with strangers, after dark and with food. The EOS 350D encourages you to have fun in these situations - like a child would. Media choice Photography is a visual and emotional topic; to bring it alive and reach a mass audience TV was chosen as main medium for reach and awareness. TV was aired around target group affine programming across 16 countries. Print was supporting medium to build depth and provide more information and inspiration. Titles were chosen by affinity and editorial context (photography, arts, news).

Results

Business & Marketing Objectives 2005 1. Double sales in all key markets (+100% vs. 2004)
Total volume sales development Canon digital SLR entry-segment

Target

France

Germany

Index = 100 (2004)
Source: Canon/GfK, period Apr Dec 04, Apr Dec 05
The EOS 350D more than doubled Canon's volume sales during the campaign period. Sales grew by 30-60% above target (except Italy due to overall market development, see Canon market share next chart).
2. Defend Canon's market share ratio (volume) versus Nikon
Canon & Nikon volume market share development in entry-segment digital SLR

25 2004

Canon Nikon
Source: GfK, period Apr 05 Dec 05
The EOS 350D not only protected Canons volume market share versus Nikon but actually grew its share by 1031% during campaign period in all key markets - while Nikon lost market share even in its stronghold markets. 3. Identify and attract new users to SLR photography (+25% versus 2004)
% of EOS owner with less than 6 months SLR experience

+ 48% + 73%

Source: Canon Online User Survey, May 04 & July 05, country breakdown not available
The EOS 350D successfully attracted 73% more new users than its predecessor and thus achieved three times its target (+25% vs year ago). One quarter of all EOS 350D buyers were new to SLR photography.
Communication Objectives 2005 4. Make SLR photography with Canon seem easy and appealing
Advertising impressions EOS 350D versus EOS 300D

2004 2005

35 Makes digital photography more appealing to me Suggests Canon products are really easy to use 44
Source: Millward Brown Tracking Study, July 04 & July 05
The Its Playtime campaign raised the appeal of digital SLR photography drastically: key attributes like more appealing and easy to use increased by 25-47% compared to 2004 (no country breakdown available)

Brand statement: Canon products are easy to use

EOS 300D

EOS 350D
30 Italy France UK Germany
Source: Millward Brown Tracking Study, 5 European countries, July 04 & July 05
The campaign had also an impact on Canon's general product perception: 'easy to use' increased by 10-24% in the key markets (except Germany where Canon's product perception was already on high level). 5. Broaden Canon's brand appeal for the mass market
Brand statement: Have a positive opinion about Canon
20 Italy France UK Germany

EOS 300D EOS 350D

The campaign helped Canon to further improve people's opinion about the brand between 6-20% across markets.
Brand statement: Canon is a brand for me
30 Italy France UK Germany EOS 300D

+27% +4%

This was also true on a more personal identification level with the Canon brand.
Was pricing responsible for the success?
EOS 350D & Nikon D50 price development

850 Canon Nikon 800

700 Jul Oct Dec
Source: Canon/IFR hit list of models 2005
No. Canon's average retail price was constantly higher than that of Nikon's D50. In fact, Nikon decreased its pricing in the course of the year by average 19% whereas Canon lowered its price by moderate 8%. Was the media budget responsible for the success?
Canon EOS 300D/350D media spending 2004 versus 2005

2005 100

0 Italy France UK Germany
Source: Mediaedge:CIA, indexed figures, 2004=100
No. Canon's media budgets were stable in 3 key countries (also in France, considering media inflation). Germany's increased spending resulted from cancellations of the 2H04 media budget due to sales success and product supply issues. Considering the planned 2H04 media budget (indicated area) very moderate budget increase was planned.