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A Social-First Creative Agency
A Social-First Creative Agency
Canon encourages Hong Kong students to pose with their genuine emotions.
According to a headline news of SCMP in 2017, local experts warned the ‘monster parents’ phenomenon is worsening and affecting youngster’s mental health in Hong Kong.
However, when students face pressure from school and family, most of them choose not to talk about it. As they grow up, they get even more reluctant to show their emotions, even with their loved ones.
Instead of posing in front of a camera with a hygienic smile, Canon It's Okay is a special photo session to encourage students to express their different emotions and speak their minds.
The brand documented this photo session in a four-minute online video, including the behind-the-scenes session when parents were seeing the suppressed side of their children.
This online video concluded with a call-to-action message for the Canon It's Okay Charity Photo Session for Students, supported by the Canon Pro Ambassador Brian Ching. The VIP sessions registration was full within four days. Contrary to the belief that the Hong Kong audience favours short-form or entertaining social content, this four-minute documentary style video reached almost 300,000 views within a week on Facebook.
It's okay to laugh out loud when they're happy; it's also okay to shed tears when they're sad.
Through this campaign, the brand wants to remind the public and especially children that there is no right or wrong for different emotions. The most important thing is that we can learn how to express our different emotions comfortably.