Fujifilm Australia has launched a new campaign designed to promote its new Fujifilm X half camera. The initiative, 'The Moment Club', was developed in partnership with agency We Are Different, with additional support from BeA Agency.

The Moment Club is a day club experience that combines elements of nostalgia, music, and creativity. Attendees are required to leave their phones at the door, aiming to encourage genuine interaction and creativity. The campaign is specifically targeting Gen Z consumers, with the intention of positioning Fujifilm as a preferred brand for those seeking to reconnect in real life.

The campaign utilises a mix of social, influencer, earned, paid, and experiential channels. The Moment Club is set to debut at the Baptist Street Rec Club in Redfern on Saturday, 12 July 2025.

Head of Marketing, Electronic Imaging & Optical Devices Division at FUJIFILM Australia, Leanne Hughes, stated: "We’re committed to engaging the next generation of consumers, helping bring them into the world of Fujifilm while offering an opportunity to have fun and enjoy the moment with our new Fujifilm X half camera.

"The Moment Club represents a long-term strategic commitment to audience and brand building – one that prioritises community engagement, creativity and channel activations that move beyond just paid spots and dots."

The campaign has reportedly generated significant online engagement, achieving over 20 million in earned reach. Additionally, 50% of the event tickets were sold out within the first week of the campaign's launch.

Founder and Director at We Are Different, Stuart Terry, said: "We love our partnership with team Fujifilm. They’re committed to creativity and channel experimentation, both of which are needed to engage the next generation of consumers.

"The Moment Club allows us to introduce this new generation to Fujifilm in a meaningfully different way. The campaign puts the consumer first with the brand and product a close second – ultimately driving deep engagement and brand love. The success of organic and paid reach metrics speak for themselves."

We Are Different has been collaborating with Fujifilm Australia since February 2024, providing integrated strategy, creative, and production services. Previous campaigns by the agency for Fujifilm include the #Greenblooded community, the Creator Summit, and the Foodtography Tours campaign for the Fujifilm X-M5 camera.