Australia’s first peer-to-peer camera sharing platform
Canon’s biggest problem is keeping cameras relevant in the age of Iphones. Photography enthusiasts don’t always have the money to invest in new camera gear, especially when they already have a portable camera in their pocket.

So how do we create excitement and ease around camera gear to increase trial and purchase for non-professional photographers? We found that Canon photographers often have gear they’re not using. And with over 50 per cent of Australians using sharing economy platforms, we could see a real opportunity.
We created a camera sharing platform, transforming the way photographers access camera gear, and opening up new opportunities for them to create, experiment, learn and tell the stories that otherwise wouldn’t be told through photography.