Stephen Chan, creative partner of Turn said that the new campaign is built on the success of the ‘Pen Happy Photography’ campaign in 2011. "In the past, photography is more focusing on the happiness of the photographers," he said. "However, in the process of photography, apart from the photographer, the one who is being shot should enjoy the process as well—after all, happiness is something contagious."
The strapline refers to the touchscreen of the new camera model.
The campaign will include bus shelters, bus body advertising, OOH, print, roadshows, the TVC and online advertising.
Turn also designed a musical corridor inside an MTR station. The execution is a full cover of a 142-metre commuter tunnel linking two parts of the Causeway Bay station, featuring the campaign's bright bubble-gum visuals as well as the commercial jingle.
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