The Pentawards, established in 2007, specifically targets package designs. Each year, an international jury panel consisting of 30 people, including prominent designers and experienced design directors examine entries of excellent package designs, submitted from around the world, based on judging criteria, including design quality, brand expression, creativity and innovation.

This year, 56 entries won the Gold Award out of over 2,000 entries submitted from more than 60 countries.

The instax mini LiPlay is the hybrid instant camera that features the sound function. The function converts voice data into a QR code to be printed out together with a picture taken with the camera. The function has taken instax’s unique value — capturing, printing, and sharing a precious moment — to a new level.

The instax mini LiPlay camera is designed to be simple yet elegant while also sporting on-trend looks.

The essence of the camera design has been faithfully reflected to its packaging. The award was granted in recognition of the fact that the packaging carries stylised shapes representing the camera design and is applied with an embossed finish, making it stand out in store displays and intuitively conveying the camera’s stylish design features.

In the development of a variety of products and services, Fujifilm pursues functionality and performance while also striving to achieve a design that takes maximum advantage of functional excellence.

The company aims to create new value with designs that not only provide external aesthetics but also facilitates ease of use and portability.