Date: Sep 2019
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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.


Agency: McCann NY

Tom Murphy, Co-Chief Creative Officer

Sean Bryan, Co-Chief Creative Officer

Matt Bisher, Executive Creative Director

Dov Zmood, Group Creative Director

Andre Massis, Group Creative Director

Lizzie Wilson, Associate Creative Director

Annie Elliot, Associate Creative Director

Nathy Aviram, Chief Production Officer

Deb Archambault, Executive Producer

Andrea Kay, Executive Integrated Producer

Wendy Leahy, SVP, Senior Integrated Producer

Sally Hotchkiss, Senior Integrated Producer

Eric David Johnson aka DJ Bunny Ears- SVP Executive Music Producer

Dan Gross - Music Producer

Kevin Scher, Executive Business Director

Aleja Santamaria, Account Director

Nikki Thomany, Account Executive

Laura Frank, Executive Planning Director

Jacklyn Baillergeon, Senior Strategic Planner

Yukari Osawa - Executive Business Director McCann Tokyo

Productions Credits:

Director: Sara Dunlop, from Rattling Stick

Cornershop – Production Company

James Duffy – Editor

No6 – Editorial Company

Jeff Hahn - Photographer

Rebecca Grierson- Executive Music Producer, SixtyFour Music

Nick Payne - Executive Music Producer, SixtyFour Music

‘Higher’ track by Josh Sneesby