Shining a light on
photography that matters.


People are capturing more photos than ever, but with social media inundating us with selfies and smartphone snaps, meaningful images are being drowned out. As the authentic photography brand, Canon wanted to maintain relevance in people’s evolving imaging lifestyles. Our task was to bring meaning back to photography by inspiring people to pick up their cameras and capture something they’re passionate about.


We created a platform for everyday Australians to shine a light on what matters to them, empowering people to make a difference through the simple act of taking a photo. We asked them to submit their image to the Canon Shine website accompanied by a 50 word description of how they wished to change perceptions with their image. The winner was selected by a panel of judges and became the foundation of a documentary-style piece of content. The engagement was overwhelming. We received over 1.2m views across the various content, had over 248k hits on the Shine site and, over the 6-week competition period, received 2,438 entries. 350,000 engagements and over 64k online shares smashed our engagement target by 285%.

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