Canon Hong Kong's latest branding initiative goes down an emotional road, with a 4-minute long online video to remind parents and students that it's okay for children to express their emotions and speak their minds.
Dubbed "CANON IT'S OKAY", the Facebook-only commercial documents an unusual photo session which invites students to share the pressures they face at school and at home, which many admit they've chosen not to talk about at home.
The commercial also includes a behind-the-scene scenario, which portrays parents coming face to face with the suppressed side of their children, then concludes 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 message is to remind the public and especially children that there is no right or wrong for different emotions.
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Creative agency Hungry Digital's director Rudi Leung told Marketing the commercial proves that there's no one formula on social media.
"To be frank, (a four minutes long video) is not always the best practise, especially when Hong Kong audiences seem to favour short-form or entertaining social content. But there's also no fixed formulas with online video content," he explained.
The team added that the video was edited with a flexible mindset to ensure there's plenty of space for profound reflection.
The brand says it has reached almost 300,000 views within a week on Facebook, and its photo-taking sessions were all fully booked in just 3 days.
Agency: Hungry Digital
Copywriter: Rudi Leung & Charlie Tsang
Social Strategist: Dino Man
Art Director: Max Ip & Dickwai Lai
Video Director: Jovi Lee of Wake Up Creative
DOP: Alan Yip
Photographer: Buffacow of SAMAGANA