Title | PICTURE BOOK WITHOUT PICTURES |
Brand | FUJIFILM |
Product / Service | INSTAX |
Category | B13. Content-led Engagement & Marketing |
Entrant | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
Idea Creation | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
Idea Creation 2 | DENTSU NETWORK CHINA Beijing, CHINA |
PR | BEIJING DENTSU ADVERTISING CO., LTD, CHINA |
Name | Company | Position |
---|---|---|
Kazuki Tsuburaku | BEIJING DENTSU ADVERTISING CO.,LTD. | ECD |
Noritaka Kobuse | DENTSU INC. | ECD |
Kentaro Mito | BEIJING DENTSU ADVERTISING CO.,LTD. | CD |
Si Tan | BEIJING DENTSU ADVERTISING CO.,LTD. | CD |
Suguru Myoen | DENTSU INC. | Copywriter |
Kazuki Nagashima | DENTSU INC. | Copywriter |
Andrew Shee | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
Shinosuke Shimada | DENTSU INC. | Art Director |
Manabu Hoshino | BEIJING DENTSU ADVERTISING CO.,LTD. | Art Director |
Sweemei Loo | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
SWEE SEE TAN | BEIJING DENTSU ADVERTISING CO.,LTD. | ACD |
Yuji Matsuda | DENTSU INC. | Account Director |
Wataru Kosugi | DENTSU INC. | Account Manager |
Mariko Abe | DENTSU TEC INC. | Agency Producer |
Koko Hu | BEIJING DENTSU ADVERTISING CO.,LTD. | Agency Producer |
Zhengxing Wu | BEIJING DENTSU ADVERTISING CO.,LTD. | Agency Producer |
Hidetoshi Fukuoka | Freelance | Photographer |
Hokuto Kudo | TAKI CORPORATION | Designer |
Shintaro Katagiri | TAKI CORPORATION | Producer |
Kenji Shimamura | Shimamura Seihonjo | Producer |
HAOYANG LIU | BEIJING DENTSU ADVERTISING CO.,LTD. | Director |
Masao Ohde | TOHOKUSHINSHA FILM CORPORATION | Producer |
Kanako Yamaguchi | TOHOKUSHINSHA FILM CORPORATION | Producer |
Katsuhiro Niwa | puzzle inc. | Producer |
Akinori Kanai | puzzle inc. | Producer |
Kiyotaka Okamoto | puzzle inc. | Producer |
Together with Instax, we developed the Picture Book Without Pictures. It’s a regular picture book filled with themes, but empty of pictures. Students are then tasked to use their imagination to complete it with photos captured with Instax, to create their very own one-of-a-kind picture book.
The project was launched in a famous Shanghai kindergarten on December 2016. For Picture Book without Pictures, we prepared a wide range of themes from nature (leaf, pond) to emotions (beautiful, cool). We then encouraged children to shoot each theme in their way. While designing the book, we applied 3 rules: 1: Simple and tangible design for children to easily use the book without explanation. 2: User-friendly design for students to complete without needing any extra stationary. 3: Tough and well-built that prevents damage to the book, even when the child brings it outside.
We received numerous positive responses from teachers and parents that were surprised how different their child saw the world. As this was an experimental phase, we are now in discussion with kindergardens around China to introduce this as a permanent curriculum.
In a highly competitive market, it’s nearly impossible for Instax to compare their features against digital cameras. We had to find a way to reposition Instax. And we shifted our focus to capture the hearts of future generation photographers by sparking their imagination.