Anyone who’s ever had a ‘doh’ family photo experience – watching a keeper event flash before your eyes when your camera gear is stowed safely away at home – will likely click with Kodak Canada’s ‘don’t miss a great moment’ print and radio efforts for its Ultra-Compact one-time-use camera.

The radio spots, under the banner of ‘Missed Moments Theatre,’ unspool adults verbally trying to recapture the special childhood moments that no one bothered to snap. The print campaign interprets this a tad more visually, by handwritten notes replacing the missed keepsake images in family photo galleries.

By resonating with proud parents and nostalgic family types, the campaign aims to confront the consumer mindset that disposable cameras generate lower-quality pics (which can tend to put a damper on sales) by playing up the quality and convenience card. The Ultra is touted as comparable to 35mm quality, and being smaller that most competitors. They manage to convey this in very straightforward, compact copy, blessedly without the usual jargony tech speak. There are eight executions, consisting of four English and French versions.

client: Paul Dillon, director of marketing communications, Kodak Canada

media plan/buy: MindShare Canada