Polaroid launches a campaign that embraces the analog and challenges the dictatorship of the screens

Jane Anderson
Jane Anderson
Polaroid launches a campaign that embraces the analog and challenges the dictatorship of the screens

In a world where screens occupy everything -work, leisure, memory, desire -, Polaroid He has decided to launch a clear and nostalgic message between digital noise: “The real is still better”. Its new exterior campaign in New York is a song to analog life and a visual manifesto against technological fatigue and the overpromise of artificial intelligence.

Through a series of graphics and Flypostingsthe brand invites you to look up, keep the phone and reconnect with the present tangible. And he does it through real images, printed on paper, with direct messages that emotionally question the digitalized passenger.

“AI cannot generate sand between your feet fingers” It is one of the phrases that star in the most visible supports of the campaign. Written by hand, on a polaroid photography, the message reflects a daily truth, but deeply revealing. And, as much as generative models promise realism, efficiency and infinite creativity, there are things that cannot replicate, such as the texture of the sand, salt on the skin or human heat.

Another piece of the campaign delves into your criticism of the current habits of digital consumption: “Do you remember the night we spend with our phones? I don’t.” A subtle dart that points directly to the real disconnection that is hidden after the constant connection. A soft, but forceful irony that activates reflection without moralizing.

The visual imaginary of the campaign is built thanks to Collaborations with photographers Emerging that provide a very specific sensitivity to the images that accompany the messages. Through its lenses, Polaroid transmits more than nostalgia: belonging, authenticity and the promise that human experience is unforgettable.
Aesthetics is deliberately simple, without sophisticated production or artificial touch -ups. Because what the brand wants to convey is precisely a return to the organic, immediately, to the imperfect that excites and cannot be edited with a finger.

In the brand’s Instragram profile, the campaign is grouped under the hashtag #Polaidflipa call to “turn” our habits, question the automatic and look with other eyes. It is no accident that the Flip verb evokes both the gesture of turning a photo as of rebelling.

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The campaign works as part of a counterrelate that grows more and more: that of the Tech fatigue. The overexposure to screens, digital anxiety, constant hyperconnection and uniformization of social experience are beginning to generate collective symptoms. Faced with this, Polaroid It seeks to offer a lifestyle based on analog as a refuge.