Polaroid has been on a mission to bring back the joy of analogue, embracing back-to-basics branding that reminds us to touch grass and unplug from the digital world. Continuing this trend, the brand's latest campaign, 'The best of Summer is Analog' is perhaps the most provocative yet, promoting the launch of the Go Generation 3.
In an increasingly online world, Polaroid's simple yet poignant anti-design campaign is a wonderful example of how stripped-back visuals and powerful copy can be just as effective as a gaudy ad campaign. Equal parts provocative and poignant, Polaroid's new campaign is a refreshing voice among the digital noise.
Taking a stand against over-digitisation, Polaroid's campaign centres around a large billboard situated on Coney Island beach, reading “Go jump in some water before the data centers drink it all up”. With its handwritten-style font and candid Polaroid snap, the design has a signature human warmth that counteracts its subtly foreboding message.
The campaign will continue across New York, South Korea and London, with a station overtake at King’s Cross, alongside placements across Bethnal Green and Hackney. Celebrating the joys of an unplugged existence, statements including “You can’t bask in blue light”, “Dance like nobody is recording” encourage audiences to live in the moment, while playful sarcasm comes through with billboards bearing “What a glorious day to stare into various screens for hours on end”.
"When we stopped asking ‘How do you make instant cameras appealing to Gen Z?’ and started asking ‘Why should Polaroid exist at all in an AI era?’ we knew we were on to something," says Patricia Varella, creative director at Polaroid. "For Polaroid, the simple act of existing is already an act of rebellion. While our campaigns are provocative and challenge our relationship with technology, we’re not anti-digital. We know we have to live alongside it, but we’re deeply pro-human, and know what humanity gives us. And we know what we stand to lose if we don’t protect it. That’s a fight worth fighting.”
For more design news, take a look at Polaroid's iconic anti-AI ad from last year or check out the best instant cameras for celebrating real life.
