Canon Australia has launched its Shine campaign in an effort to combat "photo fatigue."
With people "hyper documenting" their daily lives through selfies, cat pictures, and meal photos on social media, many are left looking for new ways to stimulate their creativity.
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Canon Australia consumer imaging director, Jason McLean, said the Shine campaign is here to encourage people to use the camera as "a tool to change the world rather than just capture it."
"It is a new platform for Canon aimed at putting power back into the picture and sparking a nationwide movement of meaningful photography," he said.
McLean said the promotion is an extension of the vendor's "No One Sees It Like You" messaging from last year, which centres on the unique perspectives that people brings to their photography.
To aid in the campaign's exposure, Canon Australia has roped in journalist Lisa Wilkinson, cricketer Steve Waugh and musician Guy Sebastian to participate as brand ambassadors.
Photographer's Eugene Tan and Richard I'Anson are also involved as a means to inspire Australians to get involved in the promotion.
"Through showcasing the stories of not only the three ambassadors but also those of Canon's Masters, we sought to highlight the breadth of passions and ideas that we hope to shine a light on as a result of this campaign and in turn spark the imaginations of Australians," McLean said. To participate in Shine, users can upload their photos to the Canon Australia website with a short description explaining how the image will change peoples' perceptions.
Canon is currently aiming to reach more than 80 per cent of Australian's adult population with Shine, and McLean this will be done through paid, owned and earned channels across TV, digital, print, cinema and in-store.
"We are seeking to engage Australia in a movement of meaningful photography and this platform will showcase what matters to the whole nation," he said.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.