Fujifilm Instax: What between us is real

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: Instax Brand owner: Fujifilm Agency: McCann Worldgroup Market: China Industries: Cameras, photography Media channels: Online video, Outdoor, out-of-home, Social media, Word of mouth, influencers Budget: 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?