110 million ways to do more with what you see

110 million ways to do more with what you see

Auckland, 8 July 2015 – With its focus set firmly on helping people do more with their imaging, Canon has announced the production of the 110-millionth EF lens, setting a new world record for the most interchangeable camera lenses produced*.

“World-leading optics is our heritage but what’s important is that people can do things today that simply weren’t possible even two years ago,” says Kim Conner, Managing Director – Canon New Zealand. “We’re helping people see what’s possible and open the door to a new world of creative opportunities with our lenses.”

“People are taking more photos on more devices than ever before, which is bringing new people into the interchangeable lens camera category,” says Conner. “Photography is no longer a hobby for a select group of people – its mainstream. With the right gear, great people are amazed at what they can achieve.”

“2015 not only sees us celebrating this milestone but the launch of Canon’s highly successful campaign Change Your Lens Change Your Story. This campaign showcases Professional photographer Graeme Murray and entry level photographer Leon Thomason, demonstrating how different lenses can give the same scene a completely different look and really enable you to do more with what you see.”

Launched in 1987, Canon’s EF lens-series line-up has grown to a total of 97 models1 including EF Cinema Lenses for digital cinematography. Along the way, Canon has also scored a host of world-first achievements continuing to challenge assumptions of what is possible in imaging.

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