Fujifilm Instax: What between us is real

Howard Tan

Multinational corporation Fujifilm ran a social media campaign to boost sales and awareness of its Instax instant cameras and film by positioning physical photos as an authentic alternative to fleeting digital snapshots in China.

Campaign details

Brand: InstaxBrand owner: FujifilmAgency: McCann WorldgroupMarket: ChinaIndustries: Cameras, photographyMedia channels: Online video, Outdoor, out-of-home, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

In the era of instantly shooting, editing and sharing digital selfies via phones, apps and social networks, what is the point of carrying a bulky camera and boxes of expensive film?

Instax aspires to be more than camera/films; it aspires to be a device that encourages people to share and connect. However in China, where consumers are price-sensitive and social...

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