The Pen Happy Photography was one of the most successful campaign in 2011. It had created a very strong emotional bonding with consumers. The success is built on the value proposition, Happy Photography, and it is well answered and supported by the joyful customer experience. It is no doubt that Pen Lite and Mini can bring happiness to all the users. However, in the process of photography, apart from the photographer, the one who is being shot should enjoy the process as well. Pen should bring joy to both parties. After all, happiness is something contagious. In 2012, we think it is time to bring Happy Photography to a higher level.