Kodak was a founding brand in innovation in camera technology and equipment, however, due to the increase of digital photography, Kodak fell behind compared to its newer competitors due to technology. The goal of this campaign is to market Kodak camera technology to a younger demographic to increase the overall interest of film photography within this demographic. The primary audience who we are talking to are young adults from the ages of 16 to 30. This is who we want to introduce Kodak to because this age group may not be aware of who or what Kodak is. Our secondary target audience is the generation above Gen Z, an age group between 30-40. This group is secondary because film photography and videography may feel nostalgic for this generation being that they grew up on these types of cameras. Both of the demographics most likely believe that Kodak and their products may not be the most efficient or necessary. Because of  the rise of digital cameras and even smartphones, the need for film has decreased. They may see this form of technology outdated compared to the technology that we currently have surrounding the videography and photography industry. Especially with new and innovative forms of technology such as disposable film camera apps, we really need to highlight to consumers why using a real-deal camera offers the best result. 

The end goal would be for consumers to believe that Kodak is the best way to capture life’s moments. I aimed to achieve this by creating a happy, nostalgic, and excited feel for the brand. Kodak is a brand we hope to ingrain into life’s everyday experiences, such as interacting with family and friends. We hope that Kodak allows consumers to capture their favorite moments on camera, allowing a person’s energy and passion to remain an artifact forever through a Kodak camera. By owning a Kodak camera, you are guaranteeing that life’s moments turn into tangible memories. Kodak is a physical process, separate from phones and similar digital technologies. That being said, the products are very good quality and the brand has made many advancements in the space. Both of these facts create an opportunity to provide high quality images that capture people’s special moments without taking them out of said moment.The aim is to convey the idea that life’s moments are able to be remembered for eternity when you capture it on a Kodak camera. 

The goal of both the print and digital advertisements were to connect with the audience while repositioning Kodak’s brand identity. For the print ads I wanted to compare what it feels like to take a picture with Kodak film or cameras versus a more digital method. I wanted the Kodak way to seem physical and tangible as if memories made through Kodak are. The instagram content is meant to connect with the audience on a personal level. Allowing the viewer to pick which films “characteristics” align with them. Creating clear communication between the brand and the consumer.