Canon HK inspires everyone to become storytellers with new campaign

Canon Hong Kong has joined forces with creative agency Hungry Digital to unveil a new campaign to encourage everyone to become a storyteller upon the launch of its latest product.

Also known as “Unleashing Everyday Storytellers: The Canon PowerShot V10 Launch Campaign”, the campaign aims to break down the barriers between the creator community and ordinary individuals, by empowering everyone to embrace their inner storytelling power.

The idea of the campaign revolves around the belief that each person is a unique blend of experiences and perspectives with a story worth sharing. This also aligns with Canon's new product The Canon PowerShot V10 that empowers everyone to capture moments and narrate their journey.

Available until early October, the campaign kicked off with two video ads featuring local actor Joey Leung (梁祖堯) and local DJ Ah Jeng (阿正), spotlighting two different personalities. The brand saw Leung as a multi-talented individual - an actor, director, screenwriter, farmer, host and writer, and believed he embodies the values of positivity and community love.

On the other hand, while Ah Jeng is known for her humour, the brand believed she has a serious and rational side that underlies her hilarious jokes and gags. The two videos were launched on 21 August 2023 and 28 August 2023 respectively. 

To engage a wider audience, multiple channels have been used to promote the campaign, including two 90-second thematic video commercials featuring Leung and Ah Jeng using the camera to record their life experiences. Key visuals were strategically placed for out-of-home (OOH) and in-store promotions, aiming to create a consistent and engaging narrative around the product. A series of social media content were also launched to further bolsters the product's launch. Dentsu is the media agency behind the campaign.

“As the creator economy thrives, we recognise that brands compete for attention with a unique blend of functionality, pricing, and specs, targeting established vloggers and influencers. However, we identify an uncharted market with potential: everyday individuals eager to share their stories,” said Rudi Leung, director and founder of Hungry Digital.

"Tasked with unveiling the Canon PowerShot V10, we face the challenge of creating compelling creative assets. These must resonate deeply with local consumers while maintaining consistency with the global campaign's focus on the camera's advanced features," he added.

MARKETING-INTERACTIVE has reached out to Canon for more information.

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