Fujifilm RPT.

Fujifilm wanted to devise an online campaign that promoted a technology rather than a specific camera model.

The 'Real Photo Technology' feature was chosen as it extended across different camera models, allowing Soup to target specific consumer sectors via a combination of strategically placed banner ads and corresponding lifestyle-themed microsite content.

Set in a family home, a fridge door showcases family snaps which function as a centrepiece for the RPT microsites. The RPT campaign later evolved with the launch a suite of interactive video banners promoting the technology.