Swerve Strategic Marketing has been FujiFilm Canada’s public relations and event marketing agency of record since 2017. Swerve leads PR, influencer marketing, and events and activations for FujiFilm digital camera and FujiFilm Instax and also leads digital marketing for FujiFilm Printlife.
Swerve and FujiFilm have been annual recipients of some of Canada’s top public relations awards including CPRS, IABC and Strategy.
Client: FujiFilm Instax
Industry: Tech, consumer electronics, lifestyle
Agency Role: Earned PR, Influencer, Events
Location: Canada
The Challenge
Fujifilm Instax was set to launch its new SQUARE SQ40 Instant Camera. The camera had a distinctive retro-inspired style, combining timeless style with modern usability. It featured a bold, square body wrapped in textured black “leather-look” plastic with subtle silver accents—giving it a vintage vibe reminiscent of classic film cameras.
Unlike bright and playful Instax models, the SQ40 has a mature, minimalist aesthetic that looks more professional and fits seamlessly into everyday use.
It was unique within the Instax brand. Ideal for casual users, creative enthusiasts, or anyone who appreciates a stylish yet fuss-free instant camera.
The client wanted to generate awareness and excitement for this product, encouraging target media to engage with, use, and experience the joy of the brand in a new and exciting way.
Our Goals
Goal 1. Generate 100 stories over a 12 month period
Goal 2. Launch a new product in Canada for FUJIFILM INSTAX.
Goal 3. Swerve focused on all stages of the activation from ideation to logistics, securing media and full execution.
To celebrate the launch of the new SQUARE SQ40 Instant camera, Swerve hosted an exclusive roller skating event for 40+ targeted lifestyle influencers/media to give them hands-on experience with the camera and to build brand love.
The event honed in on the stylish qualities of the camera, and gave a nod to retro, vintage vibes. The attendees had an amazing time, enjoying the perks of the VIP experience that Instax provided them.
Young adults (millennials and Gen Zs) who appreciate vintage-inspired design, creative expression, and analog experiences.
Creative hobbyists & casual photographers who want a break from digital overload and love capturing moments in a tangible, artistic format.
Fashion-forward and design-savvy users who choose tech not just for function but for its
look and feel — urban dwellers, trendsetters, influencers.
Event Highlights
The event was held at a Rooftop Roller Rink in Downtown Toronto, where attendees skated the night away and enjoyed a range of activities. They had the opportunity to interact with the product and capture unforgettable memories.
Guests were provided with complimentary Instax Aura photos and readings
Guests were treated to summerlike refreshments including a custom branded Orange Creamsicle ice cream and Instax branded Retro Slushies
Guests had a variety of food and drink options to choose from
Bespoke DIY: Attendees were offered a DIY table to make custom camera straps with a plethora of novelty pins
