don’t just take, give

We take thousands of photos with our smartphones every day—and that’s pretty much where those images remain. So to launch the new instax line of products we created a global campaign that 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.

brand film

The film features 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, travel adventures and making new friends with instax as the social connector.

Introducing the mini Link smartphone printer

Like their cameras, the Fuji mini Link smartphone printer is designed to give photos, instead of just taking them. It liberates images from your phone and online and lets you turn all those moments into real instax prints that you can share, pin or simply hold. Our “Don’t just take, give” campaign extended to announce the arrival of this unique smartphone printer. We even created a fun instructional film to show everyone just how fun and interactive the mini Link is.

The generosity spread across the globe

#myinstaxshoutout becomes biggest viral sensation during valentine’s day week

On the eve of Valentine’s Day, we approached instax fans on their favorite social platform, TikTok,  and invited them to join the #myinstaxshoutout challenge and give a little love.  Tik Tokers were asked to describe their favorite qualities about someone they love and wanted to give a shout out to. Then they revealed who the person is with an instax photo. Within days there was over a million video submissions and more than four billion views – beating Tik Tok’s benchmarks in the photography and tech category and proving that instax isn’t something you take, it’s something you give.

We also partnered with NAYVA, a popular online show about beauty and fashion, to create a fashion magazine featuring truly unique photography . The episode quickly exceeded one million views.

press