The Campaign

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.

Creative Execution

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.