Canon #FirstHugs The first hugs of Happiness

Lieve Blancquaert, Canon ambassador for many years, looked very much at the photo series of these first 'encounters' and placed an allure because everyone missed someone in these corona times. The images - and especially the emotions during the making of the images - speak for themselves. Images of real first hugs between people after 12 weeks of lockdown. Between lovers. Friends. Grandparents and grandchildren. Brothers and sisters. The images will be released sparsely on Canon's social media channels and later also in public space.

Advertising Agency: Happiness, an FCB alliance, Belgium

Client: Canon

Executive creative management: Karen Corrigan
Creative Director: Geoffrey Hantson, Katrien Bottez
Creatives: Roxane Schneider, Pieter Claeys
Account: Mattias Vermeire
Photographer: Lieve Blancquaert
Production: Dominique Turnbull, Arthur De Wachter