Fujifilm

The challenge

Fujifilm is a Japanese leader in photography and printing with a 90-year history. Within the print industry, the brand has been perceived as a trusted, well-established, analogue expert.

Traditionally staged in Düsseldorf every four years, drupa is the print industry’s biggest event. ‘The Olympics of print’, drupa is a two-week-long mega show inspiring customers with exciting innovations. As a result of the global pandemic, drupa had been on hiatus since 2016, a pause that provided Fujifilm with the opportunity to showcase its latest, impressive digital capabilities.

Our approach

Earlier in 2024, we collaborated with the Fujifilm marketing team to develop ‘Discover the Difference’, a campaign built around Fujifilm’s advanced digital technology, creativity and unique partnership approach. drupa 2024 was the chance to share the campaign on a super-size scale with Fujifilm’s partners, customers and prospects… and competitors.

We created striking graphics for the campaign and event, adopting AI to enhance the super hi-res imagery for large scale reproduction. The event graphics were rich with colour and reflected Fujifilm’s precision production values.

The campaign

The event itself was supported with an integrated campaign to drive registrations, share on-stage activities and showcase product stories.

Beyond the billboards, digital screens and lightboxes shown at the event, the campaign extended to advertising through digital channels and the trade press, a suite of video content, and social media activity before, during and after the event.

The results

Our multi-channel campaign strategy has helped reposition Fujifilm as the print company to transition customers from analogue to digital.

A fresh approach to design and messaging separated Fujifilm from the direct, pragmatic messaging of its competitors and catalysed the brand with excitement and vision.