How Urban Outfitters and Fujifilm Teamed Up for a Feel-Good Mobile Activation

Passersby were served coffee and a custom Instax Mini camera-shaped cookie from Lunar Love Cookies, a female-owned sweet shop in Staten Island.Photo: Courtesy of Coffee ’n ClothesNEW YORK—After the last two years, couldn't we all use a little kindness? Fujifilm and Urban Outfitters certainly think so. The brands recently teamed up for a feel-good mobile activation designed to celebrate their partnership in an authentic way—while also creating a safe in-person experience.

The duo tapped experiential agency Coffee 'n Clothes, who created an eye-catching activation in New York on Nov. 13—otherwise known as World Kindness Day, which Coffee 'n Clothes founder and CEO Ryan Glick describes as an intentional choice. "During the ideation phase, we talked about the importance of brands rooting themselves in something mission-driven in order to appeal to Gen Z/younger customers," he explained.

Urban Outfitters had the idea of doing a mobile program to promote World Kindness Day, he added. "The brand wanted to celebrate Fujifilm's campaign ethos of 'don't just take; give' and create an engaging experience for their Gen Z customers that would be interactive and leave them feeling more emotionally connected to the Urban Outfitters and Fujifilm brands," Glick said.

To add an interactive element, attendees could get their pictures taken with Instax Mini cameras. To tie into World Kindness day, they were then encouraged to write messages of kindness on cards that were adhered to the truck for everyone to read.Photo: Courtesy of Coffee ’n ClothesGlick and his team designed and launched a custom-branded Urban Outfitters x Fujifilm truck, which popped up in three locations in New York City over the course of the day. New York was chosen because “it's a key market and a super diverse and international city—and World Kindness Day is an international holiday," noted Glick, who added that the specific locations around the city were chosen because they are "heavily foot-trafficked areas that see a mix of locals and visitors from around the world. 

While the activation was promoted on social media, the goal was mostly to draw in passersby via the truck's eye-catching green design. Staffers were on hand to pass out cookies shaped like Fujifilm's Instax Mini cameras, along with free coffee and Instax-branded accessories. Coffee 'n Clothes also created a custom Instax x Urban Outfitters logo, which appeared on sweatshirts, napkins, marketing cards and the truck itself.

To add an interactive element, attendees could get their pictures taken via Instax Mini cameras. To tie into World Kindness day, they were then encouraged to write messages of kindness on cards, which were then adhered to the truck for everyone to read. 

“People were so excited and willing to participate in our activation and be kind together,” said Glick, noting that over 500 coffee samples were passed out throughout the day, and the campaign resulted in over 5 million social impressions—despite a 30-minute delay due to an unexpected midday hail storm.

“Our activation led to hundreds of strangers writing notes of kindness and love to one another," he continued. "At the end of the day, we had notes in over 10 different languages."

Overall, staffers passed out more than 500 coffee samples throughout the day, and the activation resulted in over 5 million social impressions.Photo: Courtesy of Coffee ’n Clothes