FCB’s Happiness and Canon Capture Long-Awaited Hugs

22 June 2020


For weeks, we couldn’t hug some of our loved ones.

With life in Belgium slowly opening up, the Belgian government announced that up 10 could gather, with hugging approved!

An emotional moment for a lot of people that inspired FCB affiliate 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.

The images will be used both on social and in public spaces. The concept of #FirstHugs will even be turned into a TV program, elaborating on the stories and background of the people that were able to hug again after such a long time.

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