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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Sydney

Canon Australia Explores the Idea of Perspectives in ‘Decoy’

What goes through your mind when you have your camera raised, lens focused on a person in front of you? How many truths can there be in one photograph?

Leo Burnett Sydney’s latest work for Canon Australia challenges the notion of “the camera never lies.” “Decoy” is the first video from a new content series, “The Lab,” that will showcase six different photography experiments. The remaining five videos will roll out over the next month.

“Decoy” exceeded more then 2.2 million views on YouTube in just six days and has set the industry abuzz. The video captured a portrait session with a twist and plays on the idea of perspectives, especially of the people behind the camera. Six photographers were engaged in this experiment. It shows that sometimes how you approach the subject affects the story you tell.

"A photograph is shaped more by the person behind the camera than by what's in front of it," Canon concludes. In proving this, the company hopes to shift an artist's creative thinking and the power of the role he or she plays when behind the lens.

Canon - Decoy - Millionaire
Self-made millionaire

Canon - Decoy - Alcoholic
Recovering alcoholic

Canon - Decoy - Fisherman
Fisherman

Canon - Decoy - Ex-Convict
Ex-convict

Canon - Decoy - Life Saver
Life saver

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Self-proclaimed psychic