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Creative

Don’t Just Take, Give: FUJIFILM Partners with McCann to Launch Campaign for Instax Line

The new branding initiative focuses on empowering creative lifestyles and the INSTAX experience

 Don’t Just Take, Give: FUJIFILM Partners with McCann to Launch Campaign for Instax Line

instax, part of the Photo Imaging Division of FUJIFILM UK announces partnership with McCann on the launch of a new, interactive global branding campaign for its INSTAX line of products. 

The campaign focuses not just on brand awareness, but the importance of creating shareable memories that can be printed and given to others. The tagline, “Don’t just take, give”, is a direct nod to the thoughtfulness and generosity around sharing INSTAX prints as demonstrations of joy, posterity and shared experiences.

The campaign will be communicated through a series of vignettes that show different people bringing the joy of INSTAX to life in their daily experiences, through street photography, nights to remember with best friends, travel adventures and making new friends with INSTAX as the social connector.

The branding campaign will be executed via traditional broadcast media, social media, consumer engagement initiatives, at retail, and other out-of-home environments. The first campaign asset, directed by multi-award winning British director Sara Dunlop, goes live today. It is a 30 second asset that will run across Instagram, Facebook, YouTube and Snapchat with the first TV spot on 24th September being aired during the Premiere episode of The Circle season 2 on Channel 4.

The INSTAX line of instant cameras, which lets users create beautiful instant prints on the spot, has sold over 45 million units in more than 100 countries – with 10 million units sold in fiscal year 2019. INSTAX is the category leader with a strong franchise among Gen Z and millennial consumers.

Popular products in the INSTAX line include the recently launched INSTAX MINI LIPLAY hybrid instant camera (which incorporates both digital and instant print technologies), the playful, popular INSTAX Mini 9 instant camera, the stylish INSTAX SQUARE SQ6 instant camera, and the INSTAX SHARE line of smartphone printers.

McCann was selected by Fujifilm to manage the strategic and creative work around this campaign, with support from Once Upon a Time for media planning and buying to reach consumers in the UK. The global McCann network will have periodic involvement in the handling of new product branding campaigns and initiatives around the world, with McCann London, McCann New York, and McCann Tokyo among the key hubs in their respective regions.

Karina Thomsen, head of marketing, photo Imaging, FUJIFILM UK, said: “We’re enormously excited about how this new brand campaign will drive our business and our brand forward in the U.K and other markets around the world. The McCann team came forward with an idea that got to the heart of our culture and our target audience, turning the notion of photography on its head, which has the ability to have an exciting global brand impact”

“We are delighted that our network was chosen to handle INSTAX, which is a truly innovative product line that is becoming a powerful brand around the world,” said Devika Bulchandani, president of McCann New York. “It’s a very cool brand with real cache among its Gen Z users, which will be reflected in the unconventional cross-channel creative work we’ll be launching later this year.”

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Creative Agency

Agency: McCann Worldwide

Managing Partner (UK): Kate Modeland,

Senior Account Manager (UK): Annabel Dempsey

Chief Creative Officer: Tom Murphy

Executive Creative Director: Matt Bisher

Group Creative Director: Dov Zmood,

Group Creative Director: Andre Massis

Associate Creative Director: Lizzie Wilson

Associate Creative Director: Annie Elliot

Chief Production Officer: Nathy Aviram

Executive Producer: Deb Archambault

Integrated Producer: Sally Hotchkiss

Executive Integrated Producer: Wendy Leahy

Executive Integrated Producer: Andrea Kay

Executive Business Director: Kevin Scher

Account Director: Aleja Santamaria,

Account Executive: Nikki Thomany

Executive Planning Director: Laura Frank,

Senior Strategic Planner: Jacklyn Baillergeon,

Business Director (Japan): Yukari Osawa

Account Director (Japan): Shizuka Inoue

Production

PRODUCTION COMPANY: THE CORNER SHOP, Los Angeles.

DIRECTOR: SARA DUNLOP

FOUNDER, EXECUTIVE PRODUCER: ANNA HASHMI

HEAD OF PRODUCTION: JESSICA MILLER

PRORDUCER: TESSA MITCHELL

DIRECTOR OF PHOTOGRAPHY: MONIKA LENCZEWSKA

PRODUCTION DESIGNER? OIAN ARTETA

PHOTOGRAHER: JEFF HAHN

Media

Agency: ONCE UPON A TIME UK

Managing Director: Matt Fuller

Director: Daniel Kavanagh

Director: Alistair Munday

Account Manager: Kate Pigden,

Account Manager: Charlotte Foxell,

PR

Agency: M&C SAATCHI PUBLIC RELATIONS UK

Associate Director: Lauren Hunt-Morgan

Senior Account Director: Lucy Keogh

Senior Account Manager: Sophia Brown

Account Executive: Eloise Martin

Category: Media and Entertainment , Online