FUJIFILM UK Ltd: advert-top-1 by m&c saatchi

M&C Saatchi has launched 88 original idents in a unique sponsorship campaign for FujiFilm instax, proving you can really ‘Fill the world with one-offs’.

As the sponsors of the new series of New Girl on E4, instax from FujiFilm, wanted to create a campaign with a difference. Not only is there a large crossover with fans, instax is all about creating original one-offs, which is exactly how you might describe the lead character in New Girl, Jess, played by Zooey Deschanel.

M&C Saatchi responded to the brief by creating 88 original idents to air over 22 episodes, all in keeping with the authenticity of the brand positioning, ‘Fill the world with one-off’s’.

Collated by a team of over 40 people, each ident features between 4-15

photographs that align with the individual ‘song’ of each spot, all shot during an

intense two-week period.

The inspiration for the idea came from the star of the show, Jess. In each episode she sings kooky little songs on her ukulele, so over a hundred little ditties were written by M&C Saatchi. The best ones were brought to life with real instax photos taken by real photography students.