In the Instagram Generation, Instax Reminds People That Tactile Photos Are Still Magical

Even in this digital generation with cameras in every pocket, there’s something special about the moment at a party where someone breaks out a camera that spits out actual photographs. Suddenly any event can turn into an impromptu photoshoot. So what makes a camera different when it isn’t on a mobile phone? Even though the quality is sometimes worse than the average iPhone camera, classic cameras bring a bit of nostalgia. They may also help avoid some unwanted attention. Say you’ve had a couple tequila shots, and someone takes a picture of you with an instant camera, that picture can head straight for your pocket, no need to worry about it coming up on Instagram and somehow ending up in your bosses feed. These types of pictures are also communal. There’s no need to go through an Airdrop editing session. Instead, you get a photo out of the camera, and that’s what you get. No time to nitpick the smile you are making or the weird thing you are doing with your hand. The picture is raw, personal and private. That’s the focus of the new Fujifilm Instax campaign from McCann. The tagline “Don’t just take, give” speaks to how the ability to print a photo on the move makes photography a more collaborative experience. According to the ad, with Instax, you don’t take pictures, you gift them. [kickout id="1"] “The McCann team came forward with an idea that got to the heart of our company’s culture and our target audience,” said Manny Almeida president of Fujifilm North America Corporation’s Imaging Division. “It turns the notion of photography on its ear.” The new ad also serves as the announcement that McCann is working with the brand. “We are delighted that our network was chosen to handle Instax,” 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.” Even as the iPhone 11 adds a gratuitous third camera to the smartphone, there is still a significant demand for cameras that give out a real picture on the spot. According to Fuji, 45 million of the cameras have been sold, with 10 million alone in the brand's 2019 fiscal year. CREDITS: Agency: McCann NY Co-Chief Creative Officer: Tom Murphy Co-Chief Creative Officer: Sean Bryan Executive Creative Director: Matt Bisher Group Creative Director: Dov Zmood Group Creative Director: Andre Massis Associate Creative Director: Lizzie Wilson Associate Creative Director: Annie Elliot Chief Production Officer: Nathy Aviram Executive Producer: Deb Archambault Executive Integrated Producer: Andrea Kay SVP, Senior Integrated Producer: Wendy Leahy Senior Integrated Producer: Sally Hotchkiss SVP Executive Music Producer: Eric David Johnson Music Producer: Dan Gross Executive Business Director: Kevin Scher Account Director: Aleja Santamariar Account Executive: Nikki Thomany Executive Planning Director: Laura Frank Senior Strategic Planner: Jacklyn Baillergeon Executive Business Director, McCann Tokyo: Yukari Osawa Productions Credits: Director: Sara Dunlop Production Company: The Corner Shop, Los Angeles Founder, Executive Producer: Anna Hashmi Head of Production: Jessica Miller Producer: Tessa Mitchell Director of Photography: Monika Lenczewska Production Designer: Oian Arteta Editorial Company: No6 Editor: James Duffy Photographer: Jeff Hahn Executive Music Producer, SixtyFour Music: Rebecca Grierson Executive Music Producer, SixtyFour Music: Nick Payne ‘Higher’ track by Josh Sneesby

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In the Instagram Generation, Instax Reminds People That Tactile Photos Are Still Magical

New work from McCann taps into the communal nature of photography

Mitch Reames

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Mitch Reames