The best of summer is analogue
The communication campaign today is for the release of Polaroid Go Generation 3 camera with slogan “The Best of Summer is Analogue.”
The campaign is based on the insight that people rely on digital devices to capture memories while overlooking the real-world experiences as well as the environmental cost of cloud storage and data centers.
The positioning of the new camera is based on the idea that over-digitalization is leading to missing the best things in real life.
Each of the key visuals of the campaign is aligned with the respective environment, where it is positioned:
The key message on the key visual, positioned on New York’s Coney Island Beach is “Go jump in some water before the data centers drink it all up. The best of summer is analogue.”
The key messages on the key visual, positioned on London and South Korea outdoors are:
- “You can’t bask in blue light. The best of summer is analogue.“
- “What a glorious day to stare into various screens for hours on end. The best of summer is analogue.”
The charm of this campaign is that it is a campaign for positioning an analog experiences in an AI-driven world and at the same time this campaign is not anti-digital, but pro-human.
And here are the rest of the key visuals.
Enjoy!
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