04/06/2026
Where’s Pinky? began with a timing problem.
For many creatives, print technology only becomes relevant when a project reaches production. By then, decisions are often shaped by cost, timelines, specifications and vendor choice. FUJIFILM Business Innovation Singapore’s Revoria Press SC285S brought speciality colour closer to smaller creative studios and shorter production runs, but the sales experience also had to move closer to the creative process.
The challenge was not simply to explain the machine better. It was to create a new entry point. Creatives needed to see how speciality colour could affect mood, recognition, emotion and final output before they were asked to think about the technology behind it.
Where’s Pinky? Transformed the sales experience into a story-led, tactile show-and-tell kit. Through Phoebe’s search for her missing pink dog, Pinky, audiences first experienced colour as an emotional problem. Only after that did the campaign connect the story back to the Revoria Press SC285S and its speciality pink toner.
This gave FUJIFILM a more relevant way to engage creatives earlier, before production decisions were already locked in.
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