Inside Polaroid’s provocative, pro-analog marketing strategy

It’s becoming increasingly common to see anti-data center sentiments on protest signs—and even legislation—but not so much on brand billboards.

Polaroid is changing that.

Last year, the consumer electronics brand made headlines for its “Camera for an Analog Life” campaign, which encouraged people to opt for real-life experiences with ads touting lines like, “Real stories. Not Stories & Reels.” In June, Polaroid unveiled its newest campaign that builds on the same idea, led by a billboard planted in the sands of Coney Island Beach with the caption, “Go jump in some water before the data centers drink it all up.”

Patricia Varella, creative director at Polaroid, told us that the results of last year’s campaign inspired the decision to continue beating the same drum.

“The concept was already there, so it was kind of like, how could we keep writing lines that reflect that tension between our over-digitized lives and the value of escaping from it?” Varella said.

At a time when many marketers are eager to embrace new technologies, including generative AI, Polaroid’s team is taking the opposite approach. With a limited marketing budget but a strong tone of voice, Varella and her team are making the case against increasing digitization, arguing that analog technology does, in fact, have a place in today’s society.

“The simple act of existing nowadays for Polaroid,” she said, “is already an act of resilience.”

Everything in moderation

The initial concept for last year’s campaign was born out of the question, “What could be the role of an analog brand like Polaroid today in AI times?” Varella said. “It’s almost ridiculous to launch a point-and-shoot camera nowadays.”

The answer, she said, was “[celebrating] what technology cannot do.” That led to imperfect, non-generated imagery on billboards with taglines like the one about Reels and “AI can’t generate sand between your toes.”

Varella said she was overwhelmed by the number of positive messages and posts she saw from last year’s effort. The response so far to this year’s campaign, she said, has been equally, if not more, surprising.

“It’s the most beautiful thing that could happen to you as a creative,” she said. “You put something out there and that provoked some sort of physical reaction in someone.”

Each media placement in last year’s campaign was meant to be provocative to help drive buzz, with billboards set next to tech-centric venues like Apple stores and Google offices, Varella said. This year, the OOH locations are in more natural settings, like near the water. The Coney Island location was chosen for its iconic beach status as the brand sought to hone in on the US market, she said.

The overall messaging, though, remains the same.

“Consistency was the most brave decision that we made,” Varella said. “Let’s keep on building in the same direction. Let’s keep on using the same art direction. Let’ keep on using the same approach.”

To complement this year’s OOH component, Polaroid paid creators to go offline for a week, which Varella said “cost [the brand] a fortune.” Finding willing participants proved difficult, but Varella said the participants—and the followers they influenced—shared positive experiences at the end of the campaign. In one paid post, creator Chelsea Jordan reported that she was “a more intentional” with her time and “actually appreciated the little moments” after the experience.

Polaroid is also increasing its presence at festivals and pop-up, taking a similar approach to other brands like Pinterest, which have used in-person experiences to encourage people to take tech breaks.

Even with the campaigns’ messaging, Varella said Polaroid is not explicitly anti-AI. Instead of leading a campaign against new technology, she said, the brand’s message is making the argument for balance.

Still, she said, it’s been interesting to see other brands take stances against tech reliance since Polaroid’s efforts began last year. According to Varella, Polaroid has no plans to change its messaging any time soon.

“We’re tapped into something that is rather culturally relevant now,” she said.

That cultural relevance can pay off, at least when it comes to personal experience. Varella said she’s seen a shift in conversations with acquaintances since she began working at Polaroid three years ago.

“When I started saying…‘I work at Polaroid,’” people would say, ‘Is Polaroid is still alive?’” she said. “Now when I say I work at Polaroid, people ask, ‘Can I get a discount?’”