Online Video | Content Marketing | Display Ads | Social Media Strategy | OOH
Canon Photographers Rediscover HK Hidden Gems
The Challenge
During the challenging time of the COVID-19 pandemic, Canon Hong Kong is launching a new range of R-series cameras amidst the struggles faced in the retail industry.
The Idea
In the face of adversity
lies the opportunity to discover
what you are born to be.
The Communication Strategy
While other camera brands focus on presenting their state-of-the-art features, Canon takes an emotional approach.
The campaign showcases photography enthusiasts and professionals who strive to continue their creative activities during this difficult time.
The Execution
The campaign includes a series of online videos, OOH, display ads, and content marketing.
It features authentic Canon users from various walks of life who use their cameras to stay creative during the pandemic.
These Canon users believe in serving a particular purpose, even in challenging circumstances. When the environment cannot be changed, adapting one's mindset to follow the flow while remembering their original purpose in life is crucial.
“What are you born to be”Thematic Video
The Story of Canon Professional - Jacky Lau
“Born to Rediscover” Video
Jacky Lau is a professional wedding photographer based in Hong Kong. He has a special interest in capturing beautiful photographs in foreign locations.
Unfortunately, due to the lockdown, he had to cancel most of his projects. However, he has discovered some amazing places in obscure areas of the city and encouraged his clients to take pictures there.
The Story of Canon Professional - Travis Good
“Born to Reinvent” Video
Travis Good, a renowned music video director for local musicians, has been forced to adapt to the challenges posed by social distancing. He has had to come up with innovative ways to manage production with smaller teams and limited equipment options.
Despite these hurdles, he has shown remarkable resilience and is making every effort to keep his production crew flexible. Canon understands the difficulties he is facing and admires his dedication during these challenging times.
The Story of Canon Professional - Jeremy Cheung
"Born to Remember" Pictorials
Despite the gloomy atmosphere brought about by COVID, Jeremy Cheung, an independent street photographer, remains optimistic and determined to capture the beauty of our city.
As an observer, he documents how his neighbourhood has adapted to the new normal.
“Despite the challenging situation, some Canon professional users still shoot and film out of their passion. They seek alternative paths to cope with the new normal. Nothing can stop their creativity. So we wish to spread and encourage this positive attitude with their creations to the community.”