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don’t just take, give

We snap thousands of photos on our phones every day—and most never leave the screen. To introduce the latest instax lineup, we launched a global campaign that went beyond just building brand awareness. We focused on the emotional power of sharing—of turning fleeting moments into tangible memories you can hand to someone else. Our tagline, “Don’t just take, give,” captures the heart of instax: prints as thoughtful keepsakes of joy, nostalgia, and connection. The launch film follows people using instax to capture life’s moments—on city streets, during big nights out, while traveling, and making new friends along the way.

 

Introducing the mini Link smartphone printer

Like their cameras, the Fuji mini Link smartphone printer is designed to give photos, instead of just taking them. It liberates images from your phone and online and lets you turn all those moments into real instax prints that you can share, pin or simply hold. Our “Don’t just take, give” campaign extended to announce the arrival of this unique smartphone printer. We even created a fun instructional film to show everyone just how fun and interactive the mini Link is.

 

The generosity spread across the globe

 

#myinstaxshoutout becomes biggest viral sensation during valentine’s day week

On the eve of Valentine’s Day, we approached instax fans on their favorite social platform, TikTok,  and invited them to join the #myinstaxshoutout challenge and give a little love.  Tik Tokers were asked to describe their favorite qualities about someone they love and wanted to give a shout out to. Then they revealed who the person is with an instax photo. Within days there was over a million video submissions and more than four billion views – beating Tik Tok’s benchmarks in the photography and tech category and proving that instax isn’t something you take, it’s something you give.

 

We also partnered with NAYVA, a popular online show about beauty and fashion, to create a fashion magazine featuring truly unique photography . The episode quickly exceeded one million views.

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