Frame the positives.

Kodak has recently brought back it’s iconic Ektrachrome transparency film. However, with hundreds of film types on the market, they need to make a statement for why it is this film that people should be shooting on.

Frame the positives
does just that; getting people to look on the bright side of life whilst showing there’s nothing negative about Kodak Ektachrome. The work is part of my final project, Better Than Draper.

Ektachrome film, once processed, has positives instead of negatives (see below), instantly viewable when held up to light. The product is tactile and beautiful, whilst still capturing stunning photographs and making moments memories.

This work highlights that fact and encourages the audience to capture what is positive in their lives. To frame what makes life so special in a world that can often seem so sad.


The best way to sell Ektachrome’s beauty, is for the public to see it themselves. And so the campaign would use DOOH locations to exhibit the physical photo mounts within the framed poster boxes and bus stop spots. The frames either being lit through the glass or backlit in tube and train poster boxes. 


The posters would become something more than an advert, something intriguing and engaging to look at. Something the public would actually want to see in these locations.

The posters also in fact show 36 photos, the amount one would have once having shot a whole roll of the film. You are not just seeing something amazing, but something amazing you could do yourself.


Digitally, the campaign would also commence with Kodak using it’s Instagram account to spread the message, showing high resolution photos of physical slides photographed with backlight.

However, with the public engaged, Kodak would then target a more specific, tailored audience of National Geographic readers. A demographic generally more interested in photography and likely to already shoot 35mm.


Kodak would write a sponsored article about why everyone should be framing the positives with Kodak Ektachrome.

Within that article would be a window sticker insert, seeking photographers to frame their positive.


The sticker, in the form of an Ektachrome slide mount, allows the public to get engaged and involved with the idea. And being a competition, Kodak could then begin to use UGC through their channels to show an audience already excited.

And to finally reaffirm Kodak Ektachrome as the film to shoot on, Kodak would have a group of world renowned photographers to capture their positive in one frame.


The selection of slides would then be exhibited and auctioned off in a ‘Kodak, Frame The Positives’ event, where all the proceeds of the auction would go to the mental health charity, Mind. 

Kodak Ektachrome would be reaffirmed as the film to shoot on, be seen by both a new and existing audience of photographers, be seen to be doing good, and to firmly stake its place as a product relevant in 2019.

© Joel Davies - 2019  All rights reserved.