campaignJNTO Japan National Tourism Organisation (JNTO) has launched its latest digital campaign, ‘The Master’s Apprentice’ in partnership with Japan Airlines and Canon Australia. The new campaign gives aspiring Australian photographers the chance to pursue their ‘ikigai’ with a once-in-a-lifetime photography expedition through Hokkaido in northern Japan.Ikigai is an age-old Japanese concept that means ‘reason for being’. Your ikigai is your true passion and calling in life – what drives you to get up every morning.The winner will fly premium economy to Japan to take part in a week-long 1-on-1 photography masterclass with renowned Canon Master, Richard I’Anson. Together they will adventure through Hokkaido in autumn colour as Richard shares the skills he has acquired over 35 year in pursuit of his ikigai – travel photography.JNTO Sydney Executive Director, Kana Wakabayashi, said “Japan is a very photogenic destination and we’re excited to make one aspiring photographer’s bucket list wish come true! I’m sure they will find inspiration at every turn, from the energy and bright lights of Sapporo to the rugged natural beauty of Daisetsuzan National Park highlighted by seasonal colours.” Canon Master, Richard l’Anson, is recognised as a Master of Photography from the Australian Institute of Professional Photography (AIPP), has authored five editions of the best-selling ‘Lonely Planet Guide to Travel Photography’ and features in the award-winning series, ‘Tales by Light’, screening globally on Netflix.Canon Australia will equip the winner with their very own Canon 6D Mark II Advanced Kit and Expand.My.World, an online learning platform, will reward both winner and runners-up with the online course, ‘Travel photography with Richard I’Anson’.For the chance to become the ‘apprentice’, Australians are invited to demonstrate their passion and skills by simply sharing their Instagram account and completing an online entry form.‘The Master’s Apprentice’ online campaign runs from 24 July 2018 to 2 September 2018 and is available on both desktop and mobile devices.