Photo by Darren Jew
Photo by Darren Jew

Canon is combatting ‘photo fatigue’ with a new nationwide promotion to inject some joy back into happy snapping. Photo fatigue can loosely be described as the malaise that descends over otherwise enthusiastic photographers from the sheer volume of photos being taken.

Back in the old days of film, a photo was a cherished possession, snapped with care and love and then developed over time, at a cost, in the hope that the image will properly reflect the emotions and mood the conflated in that exact moment. As it stands, you can visit a football match and take hundreds of meaningless photos on your smartphone that you will never look at again. Then, in that one moment when the go-ahead goal is scored, you’re too over photography to bother reaching for your iPhone, let alone your DSRL camera.

Called Canon Shine, the new promotion to combat this syndrome is focused on bringing excitement back to everyday photography; what an art historian might call ‘realism’.

“Canon aims to create a movement of meaningful photography at a time when the impact of powerful photos is being lost,” said Canon Australia director, consumer imaging, Jason McLean. “Everyone has a unique perspective of the world and we want to uncover what it is that Australians care about and showcase this through their own eyes to the whole nation.”

As is the style of the day, Canon has recruited three celebrities to help promote this promotion: former Australian cricket captain and last ball century scorer Steve Waugh, respected TV journalist Lisa Wilkinson and talent show winner Guy Sebastian.

The promotion includes a consumer competition element, which is running through 26 May 2014. To enter, consumers need to upload an image to Canon’s dedication microsite, ahead of a public poll to determine the winner and the Top 50.

“Canon has worked closely with key retail partners to bring the campaign to life in and around their stores, including investing in tailored local marketing programs featuring photos taken by store employees.”