American Express wants your images, and it's prepared to pay for them.
It's kicked off a photography competition called "MySecretOz", encouraging people to take photos of their favourite places in Australia and share them via social media via the #mysecretoz hashtag.
American Express has created an online gallery featuring images taken from throughout the country, and renowned photographer David LaChapelle has kicked things off by taking seven images of Sydney.
"I hope people find the imagery I've posted for MySecretOz captivating, in a way that makes you stop and think, how cool – that's just around the corner from me," LaChapelle said.
"I live in the moment and always appreciate what's around me – what better way to preserve that, than with the camera we all have on our phones!".
The gallery has launched on the American Exrpess Facebook page, and it is putting up a $5000 travel prize for contributors.
You can find a link to LaChapelle's images, shot with a cameraphone, here.
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Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.