The campaign, which includes TVCs, print, outdoor bus shelters, vending machines, giveaway trading cards, and social media kicked off last week.
The key creative visual of the ad campaign shows a boy and an adult in the same clothes and style, with the creative message ‘Time flies and kids grow up quickly - so capturing happy moments must be timely."
The brand boasts that the Pen Lite and Pen Mini are designed for everyday use. They are available at a lower price, and are lighter and more compact than the E-P3, but with comparable photo quality.
Tony Hon, ECD of Turn said that the creative is all about "happy experiences", his team aiming to bring out the inner child in people of all ages.
One of the most interesting components of this ad campaign is the outdoor bus shelter in Nathan Road of Tsim Sha Tsui. This acts as a free vending machine, offering passers-by miniature toys and trading cards. The cards feature photos taken by Jenny Suen from online photographic magazine called Fillens.
On the flip side, the cards act as a product catalogue and discount coupon for camera retailers in Hong Kong. They have also been inserted in trend-focused magazines like Milk and East Touch.
This new Pen Lite and Mini ad campaign is also currently running in Malaysia and Singapore.
Client Olympus Hong Kong
Project 'Happy Photography' for PEN Lite and Mini
Advertising agency Turn
Creative directors Tony Hon, Stephen Chan
Art director Yanny Yuen, Chuen Fan
Writer Jonathan Mak
Production house COT Film
Director Bowie Yiu
Photographer Connie Hong
Media agency OMD Hong Kong
Exposure TV, print, OOH, online