Canon is aiming to address the “photo-fatigue” we’re plagued with from the ease of taking photos.

The campaign, Canon Shine, encourages the use of lenses to change the way we perceive the world, instead of just pointing and snapping.

It is an engagement platform aimed at putting power back into the picture and sparking a nationwide movement of meaningful photography.

The campaign will run across paid, owned and earned channels across TV, digital, print, cinema and in-store, with Canon aiming to reach over 80% of Aussies.

“Canon Shine is more than a campaign; it’s the start of a movement of meaningful photography that delivers on our No One Sees It Like You brand position,” Vivien Lee, general manager and consumer marketing, Canon Australia, said.

“Canon’s role is to enable people to express themselves through powerful photography, and this platform will showcase what matters to the whole nation.”

As part of the campaign, Canon is also launching an initiative to get people involved.

According to the release: “To inspire and excite Australians prior to the launch of Canon Shine, Canon seeded a thought-provoking piece of video content across online channels, asking Australians #whatdoyousee?

“From today until 26 May, Australians are invited to capture an image that represents their unique perspective on the world. All images will be uploaded to a new dedicated microsite, www.canon.com.au/shine, where public voting will determine the top 50 images to go before a judging panel who will select the winner, to be announced on 7 July.”