Canon USA, Inc.

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

DCA Advertising *Lead Agency

Max Terry, VP- Management Supervisor
Randy Novick, EVP- Dir. of Media Services
Toyo Shigeta, Pres.- CEO
Doug Fidoten, EVP- Group Managing Dir.
Ron Rosen, EVP- Executive Creative Dir.
Steve Biegel, VP- Group Creative Dir.

While digital photography is very exciting, printing the pictures is a let-down for most consumers, as it lacks the same spontaneity and instant gratification. In 2002, Canon introduced the Compact Photo Printer. Initial sales were lower than anticipated as the product was late to market and not supported with advertising. In 2003, Canon decided tor relaunch the product. We positioned it as an accessory to the camera rather than another home photo printer. We created the "85 Second Photo Lab" neon sign which was reminiscent of the one found in the window of a One Hour Photo Lab - an icon that stands for superior picture quality and processing speed. The "85 Second Photo Lab" proved that printing could be as instantaneously gratifying as actually taking the pictures. Canon more than exceed its sales goals.