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.

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


Related Articles

Just Published

2 hours ago

Samsung unveils its 'new era of AI TV' in immersive ad

Global campaign was created by BBH Singapore.

2 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

2 hours ago

Agency Report Card 2023: Havas Creative

Amidst talks of a potential IPO from parent Vivendi in 2024 or 2025, Havas’ commitment to sustainability will be a defining factor in its positioning and longevity in the market.

2 hours ago

How health influencers Nadya Okamoto and Dr Mike ...

Both shared their strategies—and platform likes and dislikes—at the PRWeek Healthcare Awards+Conference.