We began with the insight that great photography is not about technology, it is about inspiration.
The online platform transformed photography from something people do on their own, into a collaborative community - where each shot inspired the next.
The platform idea informed the media; featuring consumers across the online platform and social media.
The best submissions were also featured throughout mass channels - film and outdoor.
94 photos uploaded every day for over 7 years (YOY)
12 minutes average time on website
Canon rose to a record 67% market share in Australasia at launch
35% of uploads were from competitors brands, representing a new audience for Canon.