Photography is about capturing life as it happens,

immortalizing those precious seconds of our lives forever before they are lost forever.

After all, life is lived forwards but is understood backwards.

Fujifilm understands and celebrates this and wants to help its market do the same.

For that reason we’ve chosen the holding thought of FOR LIFE.

 

makes Fujifilm and the world of photography accessible to everyone.

More than that, the line is not just about celebrating life but also informs the longevity of the brand.

The line’s narrative dovetails neatly into the auxiliary marketing exercises, such as the X-Series club and

the Photo Walks, adding a lifestyle element to the positioning.

 

As a final extension, the FOR LIFE has the ability to be produced for the audience as a call-to-action

to get out and enjoy life - and create a life that they can feel proud of capturing.

 

The images are deliberately black and white, lending a universal timelessness to them with emotive, human-truth based copy.

Each execution is underscored with the “FUJIFILM FOR LIFE” line, driving home the points mentioned above.

This is a line that is universal in appeal and has the legs to persist beyond the initial campaign and

define the positioning of the Fujifilm brand.