Canon encourages Australians to be more curious in ‘Bring your Curiosity’ campaign
Canon Australia has launched a new campaign ‘Bring your Curiosity’ which is based on research suggesting two thirds of Australians believe the nation doesn’t recognise or reward curiosity enough.
Created by Leo Burnett, the three minute ad features Irene, a 72-year-old woman, who returns to her home town in Greece after six decades as she discovers new things about her home town.
For the campaign, three participants were chosen following a public callout. Irene, the first to be featured in the series, had to answer questionnaires and a keep a daily mood mood diary to assess her feelings throughout the journey.
Canon Australia consultant and associate professor at Macquarie University’s Department of Psychology, Maria Kangas, compared Irene’s outlook before, during and after her trip.
The results showed Irene’s ‘social curiosity’ and ‘joyous exploration’ had drastically improved.
Jason McLean, director of Canon Consumer, said in a statement: “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, ECD at Leo Burnett Sydney, added: “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 set to roll out across out-of-home, social and digital with a shorter one minute ad featuring different Australians on their travel adventures.
“Travelling back to Greece was surreal for me,” Commented Irene. “I didn’t really know how to feel, but I was given a camera to use for my trip, and it truly helped me develop an interest in what’s around me. One of the days, I photographed a couple dancing in a café, and before I knew it, one of them invited me to his 30th birthday gathering.
“Through them, I also discovered a poppy field not too far away – it made me feel like a little girl again, running through my grandmother’s farm. The whole experience was a special one for me, a dream come true. Using my camera also pushed me to see the world in a different way, something I had never done before.”
Credits:
- Client: Canon Australia
- Director, Canon Consumer Imaging: Jason McLean
- Senior Manager, Consumer and Product Marketing: Kate Guaran
- Manager, Consumer Marketing and Insights: Natalie Ungurian
- Senior Manager, Communications and Public Relations: Andrew Giles
- Creative Agency: Leo Burnett Sydney
- Executive Creative Directors: Grant McAloon, Vince Lagana
- Creative Director: Kieran Ots
- Creative Group Head: Dave Varney
- Senior Copywriter: Karen Ferry
- Conceptual Designer: Meredith Besseling
- Strategy Director: Stephanie Brown
- Connections Strategy Director: Mitch Incoll
- Group Business Director: Toby Hussey
- Account Director: Charlotte Kent
- Account Manager: Laura Egan
- Producer: Chris Summers
- Production Company: The Hive
- Director: Edward Copestick
- Producer: Paul Leaning
- Post Production: The Hive
- Editor: Christopher Baron
- Colourist: Matt Fezz
- Sound: Prodigious
- Sound Designer: Dominic Givney
- Producer: Ash Weaver
- Media: Spark Foundry
- Public Relations: Ogilvy Public Relations
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