Mar 18, 2010

Olympus | Simple | Hong Kong

Olympus' latest campaign in Hong Kong for its Pen E-PL1 camera model shows how simplicity can be beautiful.

olympus Pen E-PL1 campaign Hong Kong
olympus Pen E-PL1 campaign Hong Kong
Executive creative director Tony Hon of Turn explains that the Pen E-PL1 is in a ‘blue ocean’. Rather than competing with the basic digital camera and the digital single-lens reflex camera (DSLR), Olympus is creating a niche for a new generation of camera users.

Local creative agency, Turn, has positioned the brand as ‘simple is beautiful’. The 'no frills' television commercial and print ads have an earthy tone. The TV ad does not show any colourful photography or busy scenes. Instead, simple pleasures in life are translated into short narrations: a baby that was just born, a kiss and a Sunday afternoon.

Most people are not professional photographers, but more and more are demanding sophisticated photo resolutions. Given pictures are one of the most important elements in social media; quality, easy-to-use and affordable cameras are essential.

The campaign will run across print, outdoor and online. Olympus is targeting young people in their 20s. The campaign will run until May.

Turn Hong Kong has also just launched a campaign for J.P. Morgan yesterday
.





Olympus Pen E-PL1 website
Credits:
Project Simple
Client Olympus Hong Kong & China
Creative agency Turn, Hong Kong
Executive creative director Tony Hon
Creative director Stephen Chan
Art directors Wai Ng, Steven To, Yanny Yuen
Copywriter Jonathan Mak
Agency producer Nicole Chan
Media agency OMD
Director Bowie Yiu
Photographer Hei
Exposure Television, print, outdoor


Source:
Campaign China

Related Articles

Just Published

1 day ago

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

1 day ago

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

1 day ago

Arthur Sadoun calls for ‘different approach’ at ...

Publicis CEO says Lions festival should not just be about 'AI theory' or 'celebrating creativity for its own sake', given the toughest conditions since the pandemic.

1 day ago

From Hiroshima to Hangzhou: How Jagabee and Frugra ...

The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.