Canon user-generated content play urges Australians to take a break from digital

Canon Australia has announced the winner of its ‘Canon Shine’ photography competition. The winning entry will be used by the brand in an advertising campaign that involves a short film and a photography exhibition.


Canon Australia today unveiled the winner of the 2014 ‘Canon Shine’ branded content platform, where more than 2000 photographs by Australians were entered. Shortlisted by popular vote, the top 50 photos were judged by panel to determine this year’s winner, titled ‘Disconnect to Reconnect’ by Julie Kerbel.

‘Canon Shine’ is a major engagement platform the brand launched in April, aimed at putting power back into the picture and sparking a nationwide movement of meaningful photography. It was based on findings of research Canon commissioned that found Australians take almost 10 photographs each per week to document their lives, and that members of Generation Y, in particular, are getting tired of trivial snaps.

Jason McLean, director of consumer imaging, Canon Australia, says, “Canon Shine responded to research indicating that an overload of trivial ‘life logging’ photography was leaving many to search for greater authenticity and was actually diluting the power of images to make a difference in our lives.

“We have been overwhelmed by the powerful stories and the common themes revealed in people’s photos. The winner makes us stop and reflect on a modern-day issue for all of us.”

READ: Research behind Canon’s new engagement platform show Australia’s annoyance with trivial photography »

Canon says that common themes emerged from the 2000 photos entered, most notably the importance of human connection, the need to care for the nature and wildlife that we share this planet with, human strength and resilience, and discovering beauty in the everyday.

Canon will now use winner Kerbel’s message – for Australians to disconnect to reconnect – in a national advertising campaign and short film. It will also hold a physical exhibition of the top 50 photo stories at the New South Wales State Library.

Canon has created a short film, entitled ‘Go Screen-free’, explaining Kerbel’s story and encouraging all Australians to go screen-free once a week, “to reconnect with the people we value most”.

Peter Roper
BY Peter Roper ON 9 July 2014
Editor of Marketing Magazine and