Polaroid: For the special people in your life

Polaroid is an iconic brand that unfortunately, over the decades, has lost a great deal of its original market share. We decided to work on this brand because we see the potential and value in what Polaroid used to stand for and believe it still has a fighting chance to become a strong market competitor, if not a leader.

For our campaign, we decided to focus on the impact and exclusivity of receiving or giving a Polaroid. During our research we found that since every print costs about a dollar, people only give out Polaroids to someone special to them. All other people that want to have a copy, can have a digital file.

From this insight we created our tagline:

_____ gets a Polaroid, everyone else gets a jpeg.

When people look at Polaroids, they usually get a nostalgic and special feeling. Everyone seems to have a story to tell. In this sense, the brand makes it easy to create a campaign for since we don’t have to focus on evoking feelings.

In terms of art direction for the outdoor executions, we aimed for a fun and dynamic interaction. We were primarily concerned about making people aware of their most unique product in the market today, the Polaroid Z2300. By placing larger than life versions of this model in highly visited cities, people would be intrigued to interact with them and then be pleasantly surprised by the tangible copy they are receiving.

On the print executions, we wanted to keep a classy and clean look. Polaroid speaks a lot for itself when it comes to brand awareness, but not a lot of people nowadays are aware of the new products and features they offer. Both print ads highlight the feature of having a camera that does both printing and digital files. The ads are clear and simple, yet effective.