Our lifestyles have changed a lot during the pandemic but many of us are still trying the best in the new normal. Instead of introducing state-of-the-art functions and features, Canon has taken an emotional approach in its latest brand video to ring in the addition of new camera models.
The campaign features authentic Canon users from all walks of life, who are using their cameras to stay creative during the pandemic. For example, local wedding photographer Jacky Lau, who specialises in photoshoots in foreign countries, rediscovered many beautiful locations at obscure places in Hong Kong.
Music video director Travis Good told his story of coping with the challenges and keeping his production crew small and agile amid social distancing, while independent photographer Jeremy Cheung documented how his neighbourhood had responded to the new normal.
"Despite the challenging situation, there are Canon professional users still shoot and film out of their passion. They seek for 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," said Shunichi Morinaga, president and CEO of Canon Hong Kong.
Apart from the thematic video, the campaign also includes numerous mini-documentaries and works from individual creators.
"While we are hosting a regular online tutorial focusing purely on the hardware, we rely on other forms of storytelling to show the human touch of the brand," said Sheila Wong, assistant director of Canon Hong Kong.
"We believe that content marketing can provide a long-tail effect to strengthen our brand equity. It also enhances our product exposure in a soft-sell approach," she added.
Client: Canon Hong Kong
President and CEO: Shunichi Morinaga
Assistant director: Sheila Wong
Marketing manager: Peony Law
Marketing supervisor: Kitty Lo
Creative, social strategy and video production: Hungry Digital
Creative director: Max Ip
Senior art director: Homan Fan, Leon Lo
Senior strategist: Vickie Lam
Art director: Ronald Cheuk
Copywriter: Rudi Leung