FUJIFILM launches ‘The Moment Club’ to promote new Fujifilm X half camera via We Are Different

To promote the new Fujifilm X half camera to the next generation of consumers, FUJIFILM Australia has launched a first-of-its-kind day club experience, The Moment Club, that invites partygoers into a photogenic playground where nostalgia, music and creativity collide.

The key to entry? You have to leave your phone at the door.

Led by We Are Different with support from BeA Agency, the campaign launches across social, influencer, earned, paid and experiential, positioning Fujifilm as the brand of choice among Gen Z consumers who want to ditch the scroll and reconnect IRL.

Says Leanne Hughes, Head of Marketing, Electronic Imaging & Optical Devices Division at FUJIFILM Australia: “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.”

Debuting at Baptist Street Rec Club in Redfern on Saturday, 12 July 2025, The Moment Club is already driving online hype and talkability. Culture-led creators, from DJ Alex Hayes to indie events platform, Bondi Lines, are helping drive online engagement, with a partnership with Rolling Stone extending reach among nightlife enthusiasts. PR has driven over 20 million in earned reach with 50% of tickets sold out in the first week of launch.

Says Stuart Terry, Founder and Director at We Are Different: “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.”

Different has been working with Fujifilm Australia since February 2024. The agency’s scope includes integrated strategy, creative and production across earned, owned, social and influencer channels.

The partnership has driven some of the category’s most buzz-worthy campaigns in recent years. Together the team has ignited online fandom with the launch of Fujifilm’s #Greenblooded community, hosted the brand’s inaugural Creator Summit and launched the new Fujifilm X-M5 camera with an award-winning Foodtography Tours campaign.