• by Fern Siegel , 3 hours ago

Gen Z is known for its fondness for selfies and visual recognition. FujiFilm instax understands — and has targeted its latest campaign, “For When It Clicks,”  to the photo-loving demo.

Created by McCann New York, which has handled the brand for several years, the new cross-media work is running on OOH, digital, social, retail and experiential activations, including a tie-in to instax's Joy Tour.

Jaron Albertin directed the work.

Britt Nolan, CCO, McCann Worldgroup North America, told Agency Daily: “This campaign is a reminder that when you bring people together, something special happens. Instax isn’t just the camera in your hand — it’s the spark that makes a moment worth remembering.”

“Since 2019, the brand’s ‘don’t just take, give’ platform has been about generosity and connection, and "For When It Clicks" builds on that legacy in a way that feels deeply human. It’s a simple, authentic idea that reflects how Gen Z sees the world and what they’re searching for. We’re proud to help instax own this space of meaningful connection, especially for a generation that craves it more than ever.” 

In early 2025, the agency also produced a campaign for Instax Wide Evo hybrid camera.

McCann New York has also done client work for Mastercard, Microsoft Office 365 and Kraft Heinz.