Canon and Leo Burnett launch a campaign to give importance to creativity and curiosity. This is portrayed through an adventure of 3 individuals.
Canon has launched a new 30-second ad that explores the power of curiosity.
The campaign, by Leo Burnett, comes off the back of research that found the nation does not reward creativity.
To highlight creativity, Canon decided to celebrate the power of curiousity by finding three 'uncurious' individuals and set them off on an adventure to find themselves.
In the short film, the experiences that one of the three 'uncurious' individuals, Irene encounters is captured. It also emphasises on exploration and a sense of adventure that one feels while venturing out of the box.
"Discovering the extraordinary and unexpected is one of the best parts of travel. But you only find them by following your curiosity," said Grant McAloon, ECD Leo Burnett Sydney.
"We wanted to show that photography, because it compels you to look at the world in different ways, can help you do that," he adds.
A 30-second edit features a poem written by Irene herself on reflection of her experience, and the OOH and digital artwork was based off her travel diaries.
The campaign is running across OOH, cross-track TV, TV on demand, digital and social, with PR support from 27th May until 1st September 2018.
