FUJIFILM Partners With McCann On Global Brand Campaign Showcasing Shareable Memories For INSTAX


Robert Goldrich
Friday, Sep. 20, 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 INSTAX line of instant cameras, which lets users create beautiful instant prints on the spot, is showcased in this spot--directed by Sara Dunlop for McCann NY--which shows the joy that sharing of tactile, tangible images can bring to friends and family.

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. 

“We are delighted that our network was chosen to handle INSTAX, which is a truly innovative product line that is becoming a powerful brand around the world,” said Devika Bulchandani, president of McCann New York. “It’s a very cool brand with real cache among its Gen Z users, which will be reflected in the unconventional cross-channel creative work we’ll be launching later this year.” 


Client FUJIFILM North America Corp./INSTAX Agency McCann New York Tom Murphy, Sean Bryan, co-chief creative officers; Matt Bisher, executive creative director; Dov Zmood, Andre Massis, group creative directors; Lizzie Wilson, Annie Elliot, associate creative directors; Nathy Aviram, chief production officer; Deb Archambault, executive producer; Andrea Kay, executive integrated producer; Wendy Leahy, Sally Hotchkiss, sr. integrated producers; Eric David Johnson (aka DJ Bunny Ears), SVP, executive music producer; Dan Gross, music producer; Laura Frank, executive planning director; Jacklyn Baillergeon, sr. strategic planner; Yukari Osawa (McCann Tokyo), executive business director. Production Cornershop Sara Dunlop (from Rattling Stick), director; Jeff Hahn, photographer. Editorial No6 James Duffy, editor. Music SixtyFour Music Rebecca Grierson, Nick Payne, executive music producers. Track: “Higher” by Josh Sneesby

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