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News Release

October 5, 2020

Fujifilm hybrid instant camera “instax mini LiPlay” packaging wins Gold at the “Pentawards 2020”

TOKYO, October 5, 2020 – FUJIFILM Corporation (President: Kenji Sukeno) is pleased to announce that the packaging design for the hybrid instant camera “instax mini LiPlay” has won the Gold Award in the internationally-prestigious package design competition “Pentawards 2020” (head office: Brussels, Belgium). The company has taken out the Gold Award for the second year running following 2019.

The Pentawards, established in 2007, is an internationally-prestigious award that specifically targets package designs. Each year, an international jury panel consisting of 30 people including prominent designers and experienced design directors examine entries of excellent package designs, submitted from around the world, based on judging criteria including design quality, brand expression, creativity and innovation. This year, 56 entries won the Gold Award out of over 2000 entries submitted from more than 60 countries.

The “instax mini LiPlay” is the hybrid instant camera that features the “Sound” function. The function converts voice data into a QR code to be printed out together with a picture taken with the camera. The function has taken instax’s unique value - capturing, printing, and sharing a precious moment - to a new level. The instax mini LiPlay camera is designed to be simple yet elegant while also sporting on-trend looks. The essence of the camera design has been faithfully reflected to its packaging. The award was granted in recognition of the fact that the packaging carries stylized shapes representing the camera design and is applied with an embossed finish, making it stand out in store displays and intuitively conveying the camera’s stylish design features.

In the development of a variety of products and services, Fujifilm pursues functionality and performance while also striving to achieve a design that takes maximum advantage of functional excellence. The company aims to create new value with designs that not only provide external aesthetics but also facilitates ease of use and portability.

Fujifilm will continue to work on developing excellent products and designs, buoyed by the fact that its product has been chosen out of countless entries from around the world to win the Gold Award in Pentawards 2020.

[logo]Pentawards 2020
[image]< Pentawards 2020 Gold Award winner > Packaging of the hybrid instant camera “instax mini LiPlay”

< Pentawards 2020 Gold Award winner >
Packaging of the hybrid instant camera “instax mini LiPlay”

< Highlights of the package design >

The camera body has been designed with unique embossed texture and a combination of geometric shapes such as circles and rectangles. These design elements are reflected to the camera’s packaging in the forms of an embossed finish and stylized shapes. Packaging is color-matched to the camera body, which is available in three colors, i.e. black, white and pink, making it stand out in store displays and intuitively conveying the camera’s design features. The packaging has been designed to generate a sense of excitement while unboxing, making customers want to keep the box and displayed.


Media Contact

FUJIFILM Holdings Corporation
Corporate Communications Division,
Public Relations Group

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