BSI Awards | Case Library | Fujifilm | I/IDENTITY BY FUJIFILM

CASE STUDY VIDEO

STRATEGY

FUJIFILM TURNED SOCIAL MEDIA FROM SELF-DISPLAY INTO SELF-DISCOVERY.Fujifilm faced a complex challenge: launching three cameras with three different experience directions at once, while still conveying a unified brand spirit shaped by heritage, craftsmanship, and philosophy in order to create preference.But understanding the products alone was not enough to build preference. Users also needed to see themselves in the brand world, and recognize how Fujifilm reflected the photographic style they aspired to pursue.So instead of following the conventional launch formula of showcasing features, Fujifilm reversed the approach by helping users discover their own photographic identity first. From there, each person could recognize which camera truly reflected their way of seeing. And to ensure that this identity did not remain a purely personal experience, social media was transformed into a public space where real identity could be expressed, seen, and recognized.

INSIGHT

In photography, people do not simply want to take beautiful pictures. They want to find their own way of seeing and be recognized for it. But on social media, the very place where identity should be most visible, photographic selfhood is easily blurred into staged and lookalike versions of the self. That is why users need a brand world with a clear enough philosophy, aesthetic, and sense of community to help them recognize their true identity, and give that identity a place to be seen, named, and validated.

CREATIVE IDEA

i/IDENTITY by FujifilmWe are what we shootFujifilm introduced its three new cameras as three different ways of seeing, each representing a distinct photographic identity.Instead of starting with features, the campaign invited users to start with themselves: to discover who they are in photography, then find the camera that best reflects that way of seeing. This idea created a brand world where identity was not only discovered through real-world experience, but also expanded through social media.Here, users could discover and publicly express their photographic identity, see others who shared a similar way of seeing, and gain recognition from the community. Social media therefore stopped being a place for staging the self, and became a place where real identity could be seen, affirmed, and amplified.

CONNECTION PLAN

To spark engagement, Fujifilm used social media to open up a conversation around identity through a manifesto film, key visuals, and content introducing the Fujifilm brand world. Once attention and curiosity had been established, the brand made the experience more personal by drawing users into a quiz designed to identify their photographic identity.It was through this quiz that users were invited to discover what kind of photographer they were. This became the trigger that made them more excited to share on social media, supported by additional brand content such as workshop information and experience-led activities.At the event, the exhibition space was designed as a public stage for identity. Heritage zones, camera trial areas, workshops, and photo spots immersed attendees in the Fujifilm world. This allowed them to compare themselves with different identity types, see the camera as an extension of how they see, and feel that this perspective was valued by both the brand and the community.At the same time, social media continued to function as a real-time amplification layer through onsite updates, workshop recaps, public exhibition reminders, KOL and photographer content, and UGC from attendees.After the event, social media extended the life of the campaign through recap content, thank-you posts, highlight videos, and most notably, handwritten feedback from attendees themselves. In doing so, it continued to build social proof around the appeal of the Fujifilm brand world.

OBJECTIVE-BASE KPI

I/IDENTITY BY FUJIFILM

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