Canon launches new national platform ‘Canon Shine’ to engage Australians in a movement of meaningful photography via Leo Burnett Sydney

Canon Australia has today launched ‘Canon Shine‘ – a major engagement platform aimed at putting power back into the picture and sparking a nationwide movement of meaningful photography via Leo Burnett Sydney.

Fully integrating paid, owned and earned channels across TV, digital, print, cinema and in-store, Canon aims to reach more than 80% of the Australian adult population.

In the spirit of Canon’s Australian brand position No One Sees It Like You, Canon Shine centres on the unique perspectives that everyone brings to their photography and encourages the use of the lens as a way to change the world, rather than just capture it. Backed by independent research, Canon Shine aims to address the ‘photo fatigue’ that results from the sheer volume of life-documenting ‘snaps’ we’re exposed to on a daily basis, reducing the power of photos to impact us.

Says Vivien Lee, general manager – consumer marketing, Canon Australia: “Canon Shine is more than a campaign; it’s the start of a movement of meaningful photography that delivers on our No One Sees It Like You brand position. Canon’s role is to enable people to express themselves through powerful photography, and this platform will showcase what matters to the whole nation.”

To inspire and excite Australians prior to the launch of Canon Shine, Canon seeded a thought-provoking piece of video content across online channels, asking Australians #whatdoyousee?

From today until 26 May, Australians are invited to capture an image that represents their unique perspective on the world. All images will be uploaded to a new dedicated microsite, where public voting will determine the top 50 images to go before a judging panel who will select the winner, to be announced on 7 July. Shining a light on what matters to the winner, Canon will feature the image and story in a documentary film, national advertising, and a display at the NSW State Library later this year.

To officially launch Canon Shine, prominent Australians Lisa Wilkinson, Steve Waugh and Guy Sebastian today unveiled what matters to them in a powerful display of still photography and documentary films explaining their motivations and journeys to capture their unique vision.

Follow the conversation at #CanonShine and visit the website here to get involved and to be inspired by Lisa Wilkinson, Steve Waugh, Guy Sebastian and Canon Master Photographers: Eugene Tan; Richard I’Anson; Krystle Wright; Georges Antoni; Mike Langford and Jackie Ranken; and Darren Jew.

Leo Burnett Sydney (Strategy and Creative)

Mediacom (Media/Social Media)

Harteffect (BTL Creative)