• Positioning a camera brand to capture greater sales.

Olympus Break Free Branding Campaign

Olympus Camera is David facing three Goliaths with Nikon, Canon and Sony. So how do you compete with limited resources and a camera system seen as unconventional? Flip the script. Turn a perceived weakness into a strength. We positioned Olympus as a company that challenges convention by developing compact, lightweight cameras that buck prevailing trends. Next, we developed Break Free, a tagline that grew out of the positioning. Break Free sums up the benefits of Olympus cameras — more mobility, creativity and freedom. — and has been adopted globally. A marketing campaign built around Break Free gives consumers a persuasive argument to shoot with Olympus. It’s what happens when a company digs deep, finds compelling truth and tells their story with confidence and authority.


Olympus Camera


Digital Advertising




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