Fujifilm is inviting Canadians to join its “family” with a new campaign that puts the spotlight on its X series digital cameras and lenses.
Called “Join the Fujifilm Family,” the Canada-specific campaign was developed with Los Angeles-based agency MGX Creative and focuses on how photographers can take advantage of the brand’s unique features – everything from its look, which is reminiscent of analog film cameras, to its Film Simulation Modes, which produce photos that look like they were shot on film without any additional editing needed.
These features are popular among content creators, especially on TikTok, where the brand’s hashtag has more than 700 million views.
“There are certain distinctive attributes that attract photographers and content creators to the Fujifilm brand,” says Mark Montpetit, director of marketing for Fujifilm Canada’s electronic imaging division. “This campaign focuses on these attributes in a fun, fresh way.”
The campaign consists of three separate, 40- to 45-second spots, each of which highlights a different feature of the X Series line.
In “Match Any Vibe,” a photographer discovers how the brand’s Film Simulation Modes can help her quickly and easily produce images with just the right look, while in “Great Things Can Come in Small Packages,” another photographer finds his load lightened considerably by the X Series’ array of features, which eliminate the need for him to carry excess equipment.
Finally, “Work Smarter, Not Harder,” focuses on the lenses available for the camera body, which make life easier for a content creator hunting for that perfect shot.
All three spots aim to help the brand with its mission of “connecting with creators who are looking to make a difference,” says Montpetit.
The campaign is rolling out organically over Fujifilm Canada’s owned social channels, including YouTube, TikTok and Instagram, with additional sponsored content on YouTube, TikTok, Meta, Bell Media, Reddit and Equativ. It will remain in-market until the end of October.
Dentsu X handled the buy.
