Lomography are huge in the analogue world starting with Holga's and Diana's then the LCA they really put analogue on the map when e'ryone was chasing 5 megapixel digital cameras.

Here is what Lomo say:

A 120 camera and Lomography's Color Negative 100 are all you need on a bright sunny day to capture unforgettable moments.

Heading out in the sun with your medium-format camera? Don’t forget to load it up with Lomography Color Negative 100 120 Film for images dripping with vivid colors, smooth grain and fine resolution. Whether paired with a flash or used under bright sunlight, rest assured you'll get breathtaking results!