People are taking more photos than ever before, but the majority of them are disposable, meaningless shots taken on smartphones. To re-establish Canon as the imaging leader, we needed to inspire Australians to pick up their cameras again. We knew that people are 8 times more likely to use a DSLR over a smartphone when taking a meaningful photograph. So we set out to bring meaning back to photography, with Canon Shine: A movement encouraging everyday Australians to shine a light on what matters to them.

We started by inspiring the nation with a content series that followed ordinary Australians as they captured a meaningful image. Next we created a platform for these passionate amateur photographers…our entire media buy. Every single touch point was put into their hands, to expose the issues they most cared about. Print, outdoor, online advertising, social – all of these channels were offered to consumers as a stage for their ideas.