Picture Book without Pictures


Awards: Gold, ADFEST 2017 Design Lotus
Agency: Beijing Dentsu Advertising Co., Ltd. / Dentsu Inc.


How will an analog camera like Instax survive in this digital age? In a highly competitive market, it's nearly impossible for Instax to compare their feature against digital cameras. We had to find a way to reposition Instax.   



In China, children as young as 4 are already cramming; a practice that holds back their creativity. What if we shifted our focus to capture the hearts of future generation photographers by sparking their imagination?



We turned Instax into an educational tool and developed the Picture Book Without Pictures. It's a regular picture book filled with themes, but empty of pictures. Students are then tasked to use their imagination to complete it with photos captured with Instax and create their very own one-of-a-kind picture book.