The NEVER STOP campaign's core message aims to highlight Fujifilm’s firm and unwavering commitment to achieving continued corporate growth and never stop building on its innovations and expertise, Sukeno said.
The campaign represents Fujifilm's transitioning from a company focused on photographic film to a company providing new value across a wide range of different fields.
As demand for traditional photographic film declined dramatically from the year 2000 onwards, Fujifilm decided to launch the "Second Foundation" of the company, transforming the company's business structure in the process.
Following its reinvention, FUJIFILM Holdings is active not only in the field of photography, but also in a wide range of fields including the healthcare business, which incorporates medical devices, pharmaceuticals, regenerative medicine, cosmetics and other products; the highly functional materials business, which produces various materials including display materials; and the document business, which provides a wide range of solutions and services linking with multifunction devices and printers.
In 2014, Fujifilm established “Value from Innovation” as its corporate slogan.
In line with the slogan, the new global branding campaign “NEVER STOP” highlights Fujifilm's commitment to providing new value through innovative advanced technologies, contributing to the solution of various issues facing society, while also declaring a commitment to never stop producing value through innovation, a strong statement of Fujifilm's ambition and approach which this campaign will communicate to people around the world.
The campaign began Oct. 15 in Japan and the U.S. and will continue to roll-out at later dates in Europe, China and Southeast Asia.