Polaroid is making a bold statement in a smartphone-saturated world with a disruptive, creatively designed to make people stop, reflect, and put down their phones.
“The Camera for an Analog Life” campaign – to launch Polaroid’s newest camera, Flip – directly tackles digital exhaustion and offers a fresh antidote to digital overload.
The campaign sees polaroid photos, capturing the true essence of life, combined with captions such as “Real stories. Not stories & reels.”, where people are reminded to live in the moment and not behind a screen.
Brand and Creative Director at Polaroid, Patricia Varella said: “We are analog creatures, built to connect through our senses but the more we lose ourselves in digital algorithms, the more we drift away from empathy and real connection.
“There is something magical in a Polaroid picture.
“It captures the humanness in all of us, wrinkles and all, and reminds us that the best of life happens in the real, physical world.”
Launched in high-traffic areas like city centres, airports, and even next to Apple and Google Offices in New York and London, the campaign creates a strong juxtaposition, allowing people to take a moment to reconsider whether they are truly living in the moment.
The Institute of Practitioners in Advertising (IPA) annual survey found that the adults in Great Britain spend more time looking at their phones than at the TV, with a daily average of screen time on any screen now being seven and a half hours.
Bringing the campaign to life, Polaroid launched global, phone-free walking tours in Paris, Tokyo and London.
People are invited to lock away their phones and spend an hour exploring the city using the new Polaroid Flip.
Polaroid was founded in 1937 by Edward Land, with the company’s launch of the Polaroid Land Camera in 1947.
Keep an eye out in your area for Polaroid’s campaign.
Photo credits: Polaroid
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