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Canon Sends Man Who’s Never Left Australia on an Ethiopian Adventure

09/07/2018

Leo Burnett Australia

Advertising Agency

Sydney, Australia

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09/07/2018

27-year-old Peter is the second of three self-confessed 'uncurious' individuals who are sent on journeys outside of their comfort zones

Following the introduction of Canon’s Curiosity campaign, which saw 78-year-old Irene Zagoridis travel to Greece for the first time since childhood, the second ‘un-curious’ traveller has returned from his trip to Ethiopia.

Peter, a 27 year old who had never left Australia and spends much of his time caring for his father and grandmother was the second Canon participant to embark on a journey to ‘unlock his curiosity’. Throughout his journey, Peter spent time with three Ethiopian tribes that allowed him to venture out of his comfort zone.

Canon Australia’s ‘Bring Your Curiosity’ campaign is based on new research that shows the vast majority of Australians believe being curious is crucial for our mental health and wellbeing. A study released by Canon Australia probing the state of curiosity across the country has found that two thirds agree the nation doesn’t recognise or reward curiosity enough.

Encouraging Australians to put more of their authentic selves into the world, Canon together with Leo Burnett set out to prove and celebrate the power of curiosity. To do this, they found three self-confessed ‘uncurious’ individuals and sent them on an adventure beyond their comfort zones.

Read more about Peter’s adventure in Ethiopia here.

Check out Irene's journey here.

Stories of the final traveller will be rolled out soon. Stay tuned to bringyourcuriosity.com.au.

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