Benjamin Li
Jul 22, 2011

Olympus PEN’s latest ad campaign calls for ‘respect’ in photography

Hong Kong-based independent agency Turn has created a new multimedia campaign for the Olympus PEN EP3 camera riding on the theme of respect.

wide player in 16:9 format. Used on article page for Campaign.

This latest Olympus PEN ad campaign follows the simple art direction and encourages camera users to make the best use of the visual language with the tagline 'Don’t just shoot; photography is an art'.

Tony Hon, ECD of Turn, which has been working on the Olympus account for four years, said: “I don’t think nowadays people realise that they are drawing a picture while they are taking photograph."

Ho added that there are certain messages that the photographer wants to covey to audiences which usually go beyond the objects itself in the picture, and that there is no difference between a painter and a photographer. “I believe all great painters and photographers share one quality. They respect what they do.”

The campaign launched in mid-July and will run throughout the summer in Hong Kong across print, OOH and TV (TVB Jade, Pearl and i-Cable).

The HK campaign will also be adopted in Singapore and Malaysia market.

The Olympus PEN EP3 is aimed at the high-end and targets 25-year-old-plus affluent consumers.

The agency said that over 80,000 Olympus PEN cameras were being sold in Hong Kong over the past two years.



Campaign China

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