Canon's high-end cameras cost thousands. Professional photographers are already loyal to their brand and won't switch. Entry-level consumers won't spend that much. That leaves one crucial audience: serious amateurs who haven't chosen their allegience yet. How do you win their loyalty before the competition does? The Redline Challenge was our answer. A pan-European annual competition that makes serious amateurs feel seen, and has the power to turn them pro. We didn't just ask them to enter a competition. We built an entire ecosystem around their growth. Each challenge theme pushes creative boundaries ("Light in the Dark," "Split Second Story," "Room to Breathe") while Canon ambassadors provide pro-level education through videos, articles, and social content. Winners receive top-tier equipment like the Canon EOS R5 and mentoring from pro photographers. The result? Over 36,000 entries annually and a program now in its fifth year that's become one of Europe's largest amateur photography competitions. But the real win isn't the entries. It's building a community of ambitious photographers who become Canon stans for life. Brand loyalty, captured.