POLAROID

Capture Real Life: launching the next generation of Polaroid cameras.

The Opportunity

Polaroid, one of the world’s most iconic brands, has experienced a strong resurgence in popular culture. The demand among younger generations, fueled by 'secondhand nostalgia' and their eagerness to experience vintage technology they never had, provided us with the opportunity to reintroduce Polaroid's legacy to a digital audience while maintaining the brand's distinct iconic qualities.

The Solution

The 'Capture Real Life' campaign strategically linked a universal human truth with the product truth: that each Polaroid photo is a unique, unrepeatable moment. To ensure the campaign's success, we reframed the perceived drawbacks of analog photography, such as imperfections, waiting, and unpredictable colors, as distinctive features that enhance the authenticity and appeal of the Polaroid experience.

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“We instantly recognized the opportunity to capture the humanness and imperfection of this unique product.”

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Our Process

The launch of the Gen 2 by Polaroid coincided perfectly with the resurgence of analog photography, as consumers began pushing back against the notion of ‘perfection.’ To capture this shift, we worked closely with the Polaroid design team to create the “Capture Real Life” tagline, celebrating the beauty and allure of imperfection—three words that encapsulate why we use Polaroid. Together, we established the copy structure, headlines, and visual systems, with Figma facilitating seamless remote communication and smooth creative exchanges.

Building on the tagline, we developed a series of headlines, each representing a unique feature of the Gen 2 camera. We crafted the image direction to align with these headlines, ensuring each visual concept connected a product feature to a human experience. For instance, a pregnant mother waiting for her baby illustrated the theme of waiting, while the unpredictability of a sunset captured the uncontrollable nature of color.

To bring the campaign to life, Polaroid invited 15 photographers worldwide to use the Gen 2 camera and “Capture Real Life.” These photographers highlighted culture, stories, environments, and experiences, leveraging Polaroid’s unique techniques to showcase the product’s distinctiveness.

Polaroid featured the images and stories in social media campaigns, e-commerce platforms, and out-of-home (OOH) advertising. These visuals were scaled to larger-than-life proportions in key cities worldwide, creating unexpected connections that delighted photography enthusiasts and the broader public.

Credits

Design:
Kirsten Camara

Copywriting:
John Corrie

In collaboration with Patricia Varella and the Polaroid team, Amsterdam, The Netherlands

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