Photography project
2017

The theme of this photo series is “Be Yourself.” Circle K is one of the most recognized convenience store brands in Hong Kong, with 7-Eleven as its main competitor.

 

Compared to its rival, we found Circle K’s brand image to be more expressive and full of character. Their previous campaign, “Be Creative, Be a New Human Being,” inspired us to spotlight individuality.

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In today’s society, people often feel pressured to conform to specific roles or expectations. This project challenges that notion. We wanted to show that, at Circle K, you don’t have to pretend — you can be yourself.

 

Our portraits highlight everyday individuals stepping outside their stereotypes:

• A businessman who isn’t defined solely by money.

• A student who’s more than just books and grades.

• A construction worker who isn’t only focused on tasks.

• An overweight girl who doesn’t care about others’ opinions — she simply lives freely.

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This campaign celebrates authenticity, encouraging people to break free from labels and embrace who they truly are.