Olympus | Simple | 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.






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