The Campaign

We created and published a picture book that looks like a regular picture book at first glance, but has no pictures when you open it up. Going out with your Instax, taking photos,?and putting them in the picture pockets on each page allow you to create your very own one-of-a-kind picture book.

Creative Execution

?The photography company, Fujifilm created and published a picture book without pictures. It was sold with the Instax camera in camera shops and novelty stores across the country as well as online. ?The picture book items covered a wide range, including physical objects, such as "dog" or "flower" and items dependent on an individual's sensitivities, such as "happy"and "beautiful." Each child was able to preserve their unique perspective of a variety of themes. ?

?There was a great response as soon as the book went on sale. It was picked up by a variety of media outlets showing actual scenes of children and parents using the book together. ?We were contacted by multiple distributors, some of which were not even camera shops, thus successfully pioneering new sales outlets. ?We printed and sold five times as many copies as originally planned. ?Large numbers of parents and children took their Instax cameras and went out and completed their own one-of-a-kind picture books. As a result, Instax became more than just a camera. It became a tool for communication between parent and child. ?In addition, consumers were able to preserve the special memories of scenes only visible to their children forever

?In order to sell the Instax to parents and children, we made the media a picture book, which is a popular item among children. In addition, by not actually including pictures in the picture book, we won a great response. ?By selling the Instax with this picture book, we were able to pioneer new sales channels such as novelty shops in addition to the traditional route of camera shops.

Insights, Strategy and the Idea

?The Instax is often purchased to record special occassions in Japan such as weddings and parties. We decided to market the Instax as something parents and children could enjoy together in their daily lives. ?In addition to the traditional camera shop route, we were able to pioneer a new sales route in novelty shops, a place parents and children often visit together.