With the extra picture, people will get a free bonus that gives them an opportunity

to self-realization. On this extra picture will be our pre-printed message: I want to preserve this. Making every single photo a potential part of our global 360 campaign, giving young people the voice they always wanted.

We decided to address our target group, the GEN Z, with what they are already doing: enjoying nostalgia, using old film cameras and taking analog photos. We activate them not with doomism and overused messages such as Prevent global warming, but a positive message Preserve what you love, changing the narrative around climate crisis.

The 3 months long campaign starts with product launch of Kodak special camera film. The communication starts on social media of influencers taking their own photos. Then we are using content created by users on social media, and later we use these photos in global 360 campaign and in a photography exhibition. We support it with PR. The simple analog idea is expected to have a huge impact across many platforms, estimating the reach at 850 million.