Kodak: advert-body-2 by Chapter

Kodak Moments is the digital consumer photo-printing business from the larger Kodak brand. For the first time, the brand is launching a multi-million dollar marketing ad campaign, highlighted by a creative collaboration with Martin Parr, a Magnum photographer known for his work highlighting how people live. One of his key messages is that the growth of social media has created an over-commoditization of images, where individual moments seemingly have lost value and authenticity.

The Kodak Moments Project captures eight different groups of families and friends uninterrupted, capturing them docu-style in unscripted, everyday moments. The goal, according to Kodak, is to communicate that the moments that matter are supposed to be spontaneous and appreciated, as opposed to planned and voyeuristic. The groups are diverse, and the focus is on the human connection. The concept is that the ‘Kodak moment’ is still alive and thriving.

Several spots highlight those everyday moments, including ‘triple dog dare moments’ that highlights a child trying to shove a whole hamburger in his mouth, ‘butterfly moments’ that features an Indian wedding, and ‘make believe moments’ where two kids play with cardboard rolls and masks.