Hugging. It’s an act we always considered normal. Until it wasn’t anymore. For weeks, we couldn’t hug some of our loved ones. Until now. With life in Belgium slowly opening up, the Belgian government announced we can allow up to 10 people in our bubble. And… it’s ok to hug them.
An emotional moment for a lot of people that inspired Happiness to capture these moments in photographic series. The images were made by Belgian photographer and Canon ambassador Lieve Blancquaert. She captured - in a safe environment - the first hugs between loved ones of all kind. Lovers. Friends. Grandmothers and grandchildren. Brothers and sisters.
This professional campaign titled '#FirstHugs' was published in Belgium in June, 2020. It was created for the brand: Canon, by ad agency: FCB. This Print medium campaign is related to the Electronics, Technology and Public Interest, NGO industries and contains 5 media assets. It was submitted over 2 years ago.
Advertising Agency: Happiness, an FCB alliance, Belgium
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