Brief:

Put Arjowiggins paper at the heart of a campaign, initiative, product or service for Instagram.

"Nowadays there are countless brands that only engage with their customers digitally, through browsers, apps, social media and email. While digital communication seems to open endless possibilities for personalisation, it can somehow still feel impersonal and transient. Despite digital's brilliance, paper remains a powerful, tangible medium to convey emotion and let customers know how important they are to a brand."

Outcome:

A pop-up pinhole camera book, made with Arjowiggins creative papers. The book encourages digital natives and young people to put down their smartphones and experience photography in its rawest form, allowing Instagram to make a personal, physical connection with it's users.

The book is fully functional as a basic pinhole camera and comes with instructions for use and light-sensitive paper. When the book is open fully the camera 'pops up' and small paper tabs on it's side lock it into position. This then allows the user to place the camera in position and operate the shutter (as shown above).

Users are encouraged to experiment with the process and share their developed photographs with their friends and followers.

As the book is made from Arjowiggins' creative paper, parts of each pop-up camera can be customised when the book is ordered. Metallic, matt and gloss papers are available in a range of colours.