Following the success of E-P3 campaign, Olympus Pen has again established as the name of premium and quality. It has set up as a very solid stepping stone for the Pen Lite and Mini. The truth is Lite and Mini deliver picture quality as great as E-P3 but in a lower price, not mentioning they are lighter and more compact. They are the Pen truly for everyone’s everyday use. They make photography enjoyable like never before. With Pen Lite and Mini, you are not just capturing happy moments, the shooting experience itself is also full of joy. The moment you put the camera on your neck, the super fast auto focus speed, the beautiful colour of the body, the lovely finishing, the clever and well-crafted little button, the gorgeous monitor, the stunningly beautiful pictures, etc., all contribute to double or even triple your happiness.

Nowadays every camera is a good camera, including the entry level ones. Taking good pictures has become effortless. People snap everything everyday everywhere. They love to show off their everyday snap shots to people around. Consumers are spoiled. They expect to take crystal clear pictures in every situation, dim or bright, still or moving, near or far. In fact, photography is more than just snap shots. Great pictures take heart, sweat and time. E-P3 is the cream of Pen. With its extraordinary craftsmanship, state-of-art technology and new lens, it represents a certain attitude towards photography. E-P3 respects photography and deserves respect at the same time.

Olympus Pen is a new breed of camera. Thanks to the latest Micro43 technology, consumers can enjoy the convenience of pocket digital camera with the quality of digital SLR. Since the launch of Pen two years ago, it's been tremendously successful in terms of market share and brand awareness. Pen is an experience. It goes beyond a camera and becomes a fashion icon. Nowadays, Pen represents image quality, tastes, enjoyment, optimism and coolness. It makes you feel good while you carry it in your hands or taking pictures with your friends. Consumers have a strong emotional attachment to it. They are also encouraged to personalize their own Pen. Thus every Pen is one of a kind. The campaign encourages consumers to feel the love of Pen and enjoy the Pen experience at the fullest.

Following the success of the flagship model of Pen E-P2, Olympus decided to launch a whole new model E-PL1. It is a beautiful, simple and easy-to-use compact camera with DSLR picture quality. Young people are always looking for new enjoyments. They have high expectations on their own camera. To them, a camera is their own statement. They want a camera that looks cool, simple and easy to take great pictures.
The campaign is about a very unique user experience and attitude. We think that beautiful things in life are always simple. With Pen E-PL1, you can always discover and celebrate simple pleasure in life.

Digital point and shoot camera has been very popular in the market. Most of the DC is very easy to use, stylish and with good picture quality. However, to some of the demanding users, ordinary DC can never fulfill their requirement. They fancy about the visual quality, color, depth of field and sharpness that are created by DSLR. XZ1 is no ordinary DC because of its high quality lens and the spectacular F1.8 aperture. That enables the users to create extraordinary bokeh and visual effect.

The advantage and benefit of E-P1 were well received in the market, especially for the experienced amateur photographers. With the new E-P2 launched, the PEN series is now more interesting, fun and easier to use to create great pictures. This is the best time to further differentiate us from the competition and reinforce our appeal to the discerning mass camera users. With its latest technology and design, it is a true modern classic since the first PEN.

Olympus has the longest credential on building waterproof cameras. The latest Tough Series cameras are engineered to be "indestructible". The durable shock, freezeproof, waterproof design mean these cameras were built for performance in extreme conditions. It is a camera for indoor and outdoor activity. We positioned the Tough series as a must-have item in summer, the perfect companion when you go to the beach, under water or any exciting outdoor activities.

E-3 is the flagship model of Olympus DSLR camera. It is also the fastest auto focus digital camera in the world. The challenge is to express this positioning in the most powerful and unexpected way.

Build-in Image Stabilization is undoubtedly a great feature. We think that the communication should focus on the actual user experience. The key is to demonstrate visually and abruptly how "IS" stops users from shaky hands while shooting.