Road Trip

As Gen Z has grown up being able to capture everything via their mobile phone, a printed photograph has more meaning as a tangible memory that can be revisited and treasured forever.

To introduce and immerse students into a world of instax, we toured the biggest and most exciting events so anyone, from beginners to expert content creators, had the chance to capture their most treasured memories using an instax camera.

We created the instax Road Trip, building ultimate photo moments in an iconic multicoloured van, touring the biggest and most exciting events on and off campus. Across 9 events, 8 cities and 7 universities, the instax Road Trip tour drove brand awareness and linked instax to the heart of key moments in the life of Gen Z.

The trip kicked off with a university tour around top UK universities, targeting students on campus as they celebrated the end of term, helping them capture their final university memories.

In celebration of the Platinum Jubilee, we swapped the jungle swing for two royal golden thrones and dialled up the British theme for the occasion. Our van was parked in the heart of London in Covent Garden, where we hosted a memorable royal party.

At the annual Photography Show, in addition to the photo moment, we successfully used the vehicle to retail a select number of cameras and printers, encouraging attendees to take more than just a print away.

Honouring Fujifilm instax as the brand partner of Undisputed Breakdancing Championships in Amsterdam, our van underwent a full transformation to be reminiscent of an NYC 80s subway, mirroring the home of breakdancing. We parked our van outside the Fujifilm instax Undisputed Stage to capture winners post-dance off and offer a free momento to boost brand affinity and awareness.

At each stop of our road trip, we invited guest to capture the special moment with an instax print out.