Latest instax campaign by M&C Saatchi reminds us of the importance of instant, unfiltered images



M&C Saatchi has launched its latest campaign for instax, which puts the audience’s relationship with printed photos at its heart, continuing its ambition to change consumer behaviour surrounding taking pictures and sharing memories.

While digital cameras and social media pushes consumers away from print, the new campaign shows why tangible memories are still so important to us.

The campaign explores the excitement of creating an instax print by showing ways of engaging with prints. The films and stills demonstrate the magic of tangible photographs to create permanent memories.

Aimed at 18-34 year olds, the new work is an evolution of last year’s A/W Fill The World campaign, and will go live on social at the beginning of October, with VOD and OOH executions following in Oct/Nov.

The campaign will run in UK, Europe, US & Canada and will lead with 3 x master 20” films titled Music, Fun & Friends produced by Mad Ruffian, whilst using the #Filltheworld hashtag. This is accompanied by 3 x 10”, 3 x 6”, snapchat adapts, DOOH, press – fully integrated social/digital lead.

Justin Tindall, executive creative director, M&C Saatchi, said; “In a world increasingly obsessed with ‘what’s next’, this next Instax campaign aims to celebrate ‘what’s forever’. Those one off, unfiltered, unedited moments we all want to capture and treasure.”

Karina Thomsen, Fujifilm instax, said; “We hold ourselves back when we value the judgement of others above all else. Social media has made us obsessed with rating ourselves against others, with the pressure to appear spontaneous actually making us less so. In stark contrast to this, every instax photograph elevates a one-off, real moment to a permanent memory. This is what our campaign aims to encourage: the making of memories, not likes.”

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