Spikes Asia

Checky - Pictures Full of Warmth

BBDO/PROXIMITY CHINA, Shanghai / FUJI FILM / 2016

Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Background

Situation: In this era of digital imaging, is there still a place for the classic polaroid film? As a leading brand in photographic film industry, this is "the" challenge for fujifilm.

Brief: Fuji film decided (Our strategy is) to introduces the first polaroid film that develop using warmth, - Checky. We need to successfully popularise this “revolutionary” concept, utilize thermal imaging technology, to create an outdoor advertisement with warmth.

Objectives: Instead of asking people to “take photos,” – we changed our message. We asked them to start a social ritual. A ritual of touch. To let people Checky pictures full of warmth

Description

As a leading brand in the photographic film industry, Fujifilm proudly introduced the first Polaroid that develop using warmth - Checky. To successfully popularise this “revolutionary” concept, we utilize thermal imaging technology,to create an outdoor advertisement with warmth, people were encouraged to get close to each other in front of a giant interactive LED screen and hug to “warm up” their photos together. With long lines and countless people passing through, within 36 hours, more than 6,000 participants had their photos taken, far surpassing our expectations. So much so that we had to run out and get additional Checky film from Shanghai area dealers to meet the demand.After the event, Checky's select stores increased their daily sales volume by 486%! Best of all, Checky successfully brought the warmth of an image, back into people’s lives.

Execution

First We released three Checky videos showing how holding hands with friends and loved ones created warmth.

Then We developed an H5 game to encourage people to participate in a moment-of-touch to add warmth to the Checky polaroid photograph.

Last we organized an experiential event l use thermal imaging technology which pick the campaign.

With participant got close to each other, a picture was being taken, generated by the warmth between them,

And as long as continue to huge there’s one for accelerate the development and the polaroid photograph.

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