The multimillion-pound campaign, created by Dentsu London, aims to appeal to all photographers, from beginners to professionals, and introduces the strapline "Your EOS adventure starts here".
Canon is rolling out an accompanying TV ad in the UK on 12 September. It follows a photographer through Cape Town, shooting in different locations and conditions, to showcase the "creative potential" of EOS System technology.
The entire ad was shot with a purpose built camera rig made of 20 Canon EOS 5D Mark II cameras. The creative leads on the campaign were Denstu creative directors Martin Casson and Martin Davey. Production was by Mustard.
Print ads will roll out across Europe at the end of August until September.
PHD has handled the media for the campaign, which is being supported with in-store activity and an online portal that goes live this week, which aims to educate and inspire photographers.
Canon is also planning to launch a pan-European photography competition in September.