Benjamin Li
Jan 7, 2011

New Olympus PEN campaign reinforces ‘fashion icon’ status

Hong Kong ad agency Turn has rolled out a multimedia campaign titled 'It’s love, it’s PEN' for the Olympus camera today, coinciding with the launch of the new model PEN E-PL2.

Olympus PEN's 'It's love, it's PEN' ad campaign
Olympus PEN's 'It's love, it's PEN' ad campaign

Riding on the success of PEN's 'Simple is beautiful' campaign last summer, which helped boost the camera to become the number one selling DSLR model in Hong Kong during August, especially among female consumers, Turn further enhances the unique PEN experience in this new ad campaign.

The ad re-stresses that PEN is more than a camera, it is a personal statement.

The campaign's exposure includes six TVCs, print, outdoor and social media. OMD Hong Kong is the media broker.

In one of the TVCs, a girl is getting dressed to go out, but only feels 'ready' and satisfied when she finds her clothes matches the black and white strips of her PEN camera.

The agency also invited over 10 well-known local artists and designers, including illustrator Lio Bearsley and photographer Hei, to design their own personal PEN. In total, there are more than 40 specially designed PEN models. They will be displayed in Causeway Bay and featured online at Facebook and Olympus users forums.

Tony Hon, partner at Turn, which has been working on the Olympus account for over three years, said, "Nowadays ninety-nine per cent of the digital cameras have very high quality, but we want to go beyond conventional feature-focused camera commercials by focusing on the emotional bonding between the camera and consumers. PEN is more than a camera, it is a personal statement."

Client Olympus Hong Kong & China
Project "It's love, it's PEN"
Creative agency Turn
ECD Tony Hon
CD Stephen Chan
Art director Yanny Yuen, Chuen Fan
Writer Jonathan Mak
Director Bowie Yiu
Photographer Hei
Media agency OMD
TVC, print, online
Campaign China

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