The task: Develop a campaigns to get Australia printing their photos in-store again.
Responsible for: concept and copywriting
*Ai used for illustrative purposes, real campaign in productionPlatform One - Life Shouldn’t Live In The Cloud
Insight: We spend so much time documenting our lives. We frame our photos carefully and capture them perfectly. Just for them to end up in a boring white cloud.
Our favourite moments deserve to be seen. On our walls. On our coffee tables. On our desks. Itʼs time to remind Aussies to bring their memories back down to earth.
Idea: We will visualise The Cloud as a place - not the kind youʼd want your lifeʼs best memories living in. Itʼs a dull, monotonous office environment. Think the cold minimalism of Lumon Industries in Severance, mixed with the maze-like cubicles and filing cabinets of Office Space. A corporate purgatory for all of your photos.
And because every office needs workers, weʼre going to introduce everyone to a character weʼre calling the Cloud Keeper (played by Aaron Chen).
Heʼs The Cloudʼs sole employee, a dry, awkward, permanently unimpressed office worker whose job it is to file away all of your memories.
Executions
Youtube
An endless white cloudscape stretches on forever. Not fluffy or heavenly, but a bleak corporate office in the sky. Grey filing cabinets litter the scene, swollen with thousands of photographs and manila folders.
Our offbeat, shabbily dressed Cloud Keeper works around the clock shoving files into the cabinets. He discovers a long-lost photo and tries to cram it into an overflowing cabinet. Suddenly, a hand emerges from the cloud below and plucks it away.
A Gen Z woman pulls the photo out from a cloud above her into her living room. The cloud evaporates as she proudly places the photo on her wall with a bunch of other photos.
VO: Life shouldnʼt live in the cloud.
Print It. Feel It. With FujiFilm photo printing.
End on web address, Fuji + partner logos.
Instore
Activations
Down to earth
FujiFilm throws Aaron Chen (aka Cloud Keeper) out of plane’
How it works:
Aaron Chen jumps out of a plane through the clouds to bring photo prints back to earth. A chosen handful of media and influencers join him bringing their photos back from the cloud.
Life in the cloud
‘FujiFilm invites media and public to the cloud’
We invite the public, influencers, content creators and media to the cloud in real life. They experience the utter boringness of the cloud and rescue their own photos from this corporate wasteland.
Everyone who enters gets a credit to print some photos. We will also have a room that releases a downpour of photos as people exit.