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instax, a FUJIFILM brand is pleased to announce a win at The Drum’s Marketing Awards 2020. The iconic instant camera & printer brand scooped the top spot for Advertising Campaign with its global brand campaign ‘don’t just take, give’, an emotive storytelling piece created by McCann and supported by a robust media strategy from Once Upon a Time Media.
The campaign through a number of short films, is a direct nod to the thoughtfulness and generosity around sharing instax prints as demonstrations of joy, posterity and shared experiences. TV was central to this winning piece of work, with YouTube and social video used to extend reach and frequency across devices and elevate the sense of scale. A media partnership with Stylist further drove storytelling through traditional media. The award submission beat 6 other brands for the win.
Adam Long, Marketing Manager, instax UK said:
“We have been delighted with the results of our ‘don’t just take, give’ campaign. It marked the first year of running a global campaign for instax, lead impressively by creative from McCann that resonated with our Gen Z & Millennial audience. Here in the UK, our media partners Once Upon a Time were instrumental in providing a bold strategic direction that both the instax team, and the wider FUJIFILM UK business truly believe in.”Dan Kavanagh, Director at Once Upon a Time has said of the win:
“We’re over the moon to be recognised at this year’s Drum Marketing Awards for our work with instax. Every instax campaign is a labour of love, tapping into our longstanding relationship and a deep understanding, knowledge and belief in the brand.The Drum Marketing Awards is the largest of all Drum Awards and looks to celebrate exceptional work from some of the best and most experienced marketers from across the globe. Judges hail from senior positions at renowned brands, including Disney, Bacardi, EE, Asda and Sky amongst others.
The success of this year’s campaign meant we were able to build a highly compelling case-study, using hard business results to demonstrate the virtues of brand-building and its powerful ability to deliver in both the short and long term; a very hot topic in the advertising industry right now, but one we’ve been championing with instax since the very beginning.”