Canon Encourages You To ‘Bring Your Curiosity’ In New Campaign Via Leo Burnett Sydney

Canon Encourages You To ‘Bring Your Curiosity’ In New Campaign Via Leo Burnett Sydney
SHARE
THIS



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.

Stories of the next two travellers will be rolled out over the next two months.

Please login with linkedin to comment

Bring your Curiosity Canon Canon Australia Leo Burnett Leo Burnett Sydney

Latest News

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine