Encouraging Australians to put more of their authentic selves into the world, Canon has set out with Leo Burnett to prove and celebrate the power of curiosity.
The campaign is based on a study by Canon, which found that two-thirds of Aussies agree the nation doesn’t recognise or reward curiosity enough.
To do this, they found three self-confessed ‘uncurious’ individuals and sent them on an adventure beyond their comfort zones. The first of the three travellers was Irene Zagoridis, a 72-year-old Sydney-based grandmother who has devoted her adult life to her family.
Travelling back home to Greece for the first time in more than six decades, Zagoridis was assigned questionnaires and a daily mood diary by Associate Professor Maria Kangas from Macquarie University’s Department of Psychology to assess her feelings throughout her journey.
Comparing her outlook before, during and after her memorable trip, Kangas found that Zagoridis’ ‘social curiosity’ and ‘joyous exploration’ markers had improved dramatically – leading to a measurable lift in her sense of well-being.
The 30-second edit features a poem written by Irene herself on reflection of her experience, and the out-of-home (OOH) and digital artwork was based off her travel diaries.
Jason McLean, director of Canon Consumer Imaging, said: “When faced with a host of activities, the research showed over half of all Australians feel most curious when travelling or visiting new places, so we put this to the test.
“During her travels, it was heartening to see Irene use her camera to view the world differently and unlock new and exciting experiences on the way.
“Her journey has been a truly inspiring one and is testament to the fact that there is no age limit for becoming more curious and living a fuller life.”
Grant McAloon, executive creative director at Leo Burnett Sydney, said: “Discovering the extraordinary and unexpected is one of the best parts of travel, but you only find them by following your curiosity.
“We wanted to show that photography, because it compels you to look at the world in different ways, can help you do that.”
The campaign is running across OOH, cross-track TV, on-demand TV, digital, and social, with PR support until September.