We were tasked with making instax instant cameras relevant to the mobile phone photography generation. We came up with the global strapline 'FILL THE WORLD WITH ONE-OFFS' and the first UK campaign, '1 OF 1'

We recruited 101 young photographers through a special NME Magazine takeover. 

We sent them all an instax camera with just one shot left to take and then showcased their originals, actual size in ad spaces up and down the country.