Fujifilm launches Look Up campaign

Following new research, Fujifilm has unveiled its new Look Up campaign, encouraging a more mindful approach to life through the medium of photography

This summer, Fujifilm is inviting you to look up and take a more meaningful look at the world around you. As our daily lives shift increasingly online, a growing number of people are finding the endless distraction of the online attention economy to be negatively impacting their lives.

New research conducted on behalf of Fujifilm among UK consumers found that almost a third of respondents (32%) know they should disconnect more from their devices yet rarely do, while 21% regularly crave time away from screens. More than a third of people (37%) said that a habit of picking up their phone without thinking is a barrier to spending more time offline.

Additionally, 44% of people said they experienced weekly or daily distractions in the last three months that caused them to miss a meaningful moment, event or milestone. Time with family was highlighted as the aspect that respondents most felt (42%) that they were missing out on due to these distractions.

Fujifilm’s new campaign, created in collaboration with NoA &Co, aims to help people reconnect with their surroundings in a more mindful way – by celebrating cameras not just as photographic tools, but as ‘catalysts for living more intentionally.’

“It’s clear from our research that people in the UK are craving more real-life engagement,” notes Theo Georghiades, General Manager – Imaging Solutions at FUJIFILM UK. “With distractions causing them to miss out on important moments and milestones in their lives, it’s the perfect time for us to launch this ‘Look Up’ campaign to encourage greater mindfulness and active engagement when it comes to our surroundings and everyday lives.

“At Fujifilm, we believe that photography is a great antidote to this apathy and passivity, giving people a creative outlet to better connect with the world around them. Our X Series and GFX System cameras are designed for intention, with dials you have to turn and decisions you have to make, helping you slow down and turn emotions into images. We hope it resonates with our customers.”

Learn more about Fujifilm’s Look Up campaign here.