What do you do when you need new imagery to portray modern day Australia? Send out a call to Australia’s community of real-word photographers to shoot what’s around them – and here are the stunning results.
Authenticity, diversity, celebration, success – these were all words that Getty Images used to inspire Canon photographers who got involved with their ‘This is Australia’ collection.
Part of the goal was to refocus Australian images used in media and marketing to capture our ethnic diversity.
One of the four photographer briefs of the ‘This is Australia‘ collection was titled “Multicultural Australia: A day in the life”. The aim was to capture an authentic slice of Australian modern lifestyles and everyday scenarios that reflect the diversity of our population.
The photographers were warned to avoid clichés and look for the inclusivity in everyday Australian life: mixed-race families, ethnically diverse friendship circles, and to capture the culture and traditions of everyday Australia.
And boy did they deliver.
With the encouragement of the brief, the participants reached out to their family and friends in order to create beautifully candid shots. Amongst them are images of an ethnically diverse local group pottering in a community garden in Inner West Sydney, Indigenous Australian family at home, mixed-race young adults picnicking in a park with a pug running around, a muslim surfer taking to the waves in Perth and many more.
The photos, through a combination of produced shoots and crowd-sourcing, perfectly capture the “fly on the wall” style many marketers are looking for, catching real-life Australian moments as they happen.
Through this project, Getty Images and Canon are calling on brands to change the stereotype of what Australia looks like, and to work more consciously to include representations of our diverse population.
The top 100 images can be viewed here, where you can see all of the kinds of diversity that Australia has to offer frozen in little moments within their own lives.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]