FUJIFILM Instax and McCann Capture Moments ‘That Click’ in Global Brand Campaign
As our lives become increasingly digital, something about holding a physical copy of a photograph is yet to lose its charm. Tangible, real, and at times imperfect, it’s a lasting reminder of a memory, frozen in time.
Building on this insight, McCann New York has launched ‘For When It Clicks’, a global campaign for FUJIFILM instax, building on the brand’s long-running ‘don’t just take, give.’ platform that launched in 2019.
“The ‘don’t just take, give.’ platform is meant to inspire people everywhere to create more meaningful connections in a digital-first world,” Britt Nolan, CCO, McCann Worldgroup North America told LBB. “The platform has positioned instax as more than an instant camera brand, but as a catalyst for generosity and creativity.”
‘For When It Clicks’ – directed by Jaron Albertin through SMUGGLER – spotlights the beauty of real-world connection in a digital-first world. The 60-second hero film captures unplanned, intimate moments between friends. Moments that are spontaneous, silly, and live on as inside jokes for years to come.
Speaking to a gen z audience, the campaign explores how gen z-ers are showing up differently and looking for more ways to be present. “While others focus on nostalgia, instax leans into the now,” adds Britt, “mirroring the reality that we will not go full analogue, but encouraging a more meaningful relationship with technology that weaves in more moments of connection, whether they are happening online or in real life.”
Britt notes that Jaron’s commitment to authenticity and creating “the most beautiful version of real life” made him the ideal director to helm the campaign. “His vision helped to create a sense of connection to pull viewers into these moments, so that it feels as if you’re a part of them. He managed to create moments that feel like everyone can identify with and remember from their own lives.”
“What I love about instax is that you don’t overthink it. You just take the photo, and what comes out is this imperfect little truth,” says Jaron. “It’s physical, it’s immediate, it asks you to be present. For me that same instinct inspired this project, to capture friendship the way it really exists: messy, spontaneous, and alive.”
The global campaign runs across film, OOH, digital, social, retail, and experiential activations, including a tie-in to instax’s Joy Tour, which brings the campaign to life through immersive events celebrating creativity and connection. A partnership with Amazon Prime in Europe will see pre-roll ads run during ‘Maxton Hall’ in the UK, France, Italy and Spain.
