Brief

Fujifilm’s biggest advertising campaign breaks this month through Maher Bird Associates for its Advanced Photo System, the new range of smaller cameras and film. APS has cost an estimated 1bn to develop. The 2.5m pre-Christmas press campaign focuses on a key benefit of APS – the ability to tailor the print size to the subject as the shot is being taken. Ads will run with the strapline ‘The whole picture whatever the story’ and will appear in quality national press, weekly and monthly magazines and specialist titles. Fujifilm’s consumer division group product manager Janet Hutt says: ‘The campaign is the most powerful the company has ever undertaken and will achieve penetration at an unprecedented level.’

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