FujiFilm (Single-Use Cameras)
The Real 27
Modern phones have afforded us the opportunity to take unlimited amounts of photos, hampering our ability to truly remember the individual moments we want to hold onto.
To promote FujiFilm’s single-use cameras, which are limited to only 27 exposures, we’re launching a user-generated ad campaign that encourages people to capture 27 authentic moments and make each one count.
Hidden Cameras
We’ll hide 2,700 limited edition boxes all over the US, each one including a FujiFilm single-use camera, a memory diary, and a fanny pack to secure the first two items on your next adventure.
Then we’ll tease the locations of the hidden cameras on social media and on pop culture media outlets online.
We’ll then release the locations of all the boxes on our microsite where people can register their box number and begin the submission process.
After taking their Real 27 photos, people will send in their photos to FujiFilm to be developed for free, and then we’ll feature them in our user-generated ad campaign.
Real Photos, Real Memories, Real Ads
Our out-of-home and social ads will showcase the content sent back to FujiFilm near the zip codes entered when the box was registered.
A Times Square digital billboard will feature rotating photos from the campaign as FujiFilm receives them.
We’ll livestream the billboard so participants from all over the country can see their photo on the big screen.
FujiFilm will also release a quarterly zine that showcases the coolest user photos and interviews with the photographers.
The top 27 amateur photographers, as voted by participants, will be invited to New York City where their work will be featured in a Brooklyn art gallery.
Miss out on a box? FujiFilm will continue the campaign with their limited edition camera.
Be ready to catch real moments with merch that was specially made to hold FujiFilm single-use cameras.
The Real 27
CW — Piotr Brozyna
AD — Me