Australia’s first peer-to-peer
camera sharing platform

The biggest problem Canon has as a brand is making cameras stay relevant while consumers have other options such as the iPhone. We discovered that while photography enthusiasts really want to take photos, they don’t always have the financial means to invest in new camera gear, especially when they aren’t convinced they will actually use it and already have a portable camera in their pocket.

How do we create a feeling of 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 always using. They also have a natural inclination to share their passion with other photographers. And with over 50 per cent of Australians using sharing economy platforms, we could see a real opportunity.

We wanted to transform the way that photographers could access camera gear – opening up new opportunities for them to create, experiment, learn and tell the stories that otherwise wouldn’t be told through photography.