Fujifilm instax: Don't Just Take, Give by McCann New York

The Imaging Division of Fujifilm North America Corporation has partnered 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 globally via traditional media, social media, consumer engagement initiatives, at retail, and other out-of-home environments.

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