Canon Australia Tests Aussie Photographers' Imaginations in Latest Episode of 'The Lab' Series

Canon Australia has launched its latest episode called 'Imagination' in its ongoing series 'The Lab' via Leo Burnett Sydney. This time Canon tests whether Australia is an imagi-nation or a land of distant dreamers by giving a group of photographers an unusual brief from an unusual client.

According to new research, Australians perceive that the nation is in a state of decline when it comes to thinking imaginatively. The nationwide study, conducted by independent research consultancy Decibel Research on behalf of Canon Australia, found that less than half (46%) of all respondents think Australia is an imaginative nation, where only two in five (39%) believe that imagination is valued in Australian society.

When asked why Australian society may not value imagination, some respondents inferred this was due in part to the perceived view that work in the arts or creative fields are less legitimate professional pursuits. 40% of respondents who believed that Australian society does not value imagination cited government/cultural/political reasons, while 29% noted that imagination wasn't prioritised or properly valued.

Interestingly, respondents from New South Wales were found to be one of the least vocal states over the declining arts scene affecting our imagination. Meanwhile, the data shows that as a nation, we have lost our passion for creating, which affects all areas of our daily lives. Respondents cite a distinct loss in imagination between age six to nine.

In line with the research, Canon has released the next episode in the series, designed to shift creative thinking behind the lens, 'Imagination'. With 22% of respondents noting that art/pop culture feeds their imagination, Canon saw an opportunity to challenge the photography community to think beyond the confines of perceptions drilled into us as we grow older.

The episode asks, 'what happens when you take on a brief from a client who sees the whole world differently?' and aims to rekindle the feelings of wonder and inspiration that we may have lost. According to the research, one in four (26%) of those surveyed think that their days of imaginative thinking ended upon adulthood, while two out of three (67%) believe they were most imaginative as a child. In this case, the unexpected clients were a group of children, who each briefed an advanced photographer on scenes and creatures that they conjured in their imagination.

Says Jason McLean, director - consumer imaging, Canon Australia: "At Canon, we see creativity come to life every day however we recognise sometimes people need help to spark creative thinking.

"The Lab is a series of creative episodes that address that need. These experiments are equally relevant to the broader community, designed to shift a conventional way of thinking and take us out of our comfort zone. Imagination - the latest in the series - challenges preconceptions and helps you see the world around you differently."

A resounding 95% of all respondents believe the world would be a better place if we all used our imagination more, citing solutions ranging from a less regimented education system to more cultural diversity that could make this a reality.