polaroid
This Polaroid campaign aims to encourage Gen Zs and Millenials to stay in the moment and truly feel everything life offers.
AD: Bianca Benedek
Jasmine Casana
CW: Erica Goldsworthy
Pictures are worth a thousand words because there are not enough words in the English language to describe every moment and the emotions we bring. So why not create new ones? Introducing the Polaroidictionary, a dictionary to help define the most precious of moments.
Polaroidictionary
New words should pay omage to the past as Polaroid does by intertwining the past with the present as memories and emotions surface as your eyes take in the print. That is why each word in the Polaroidictionary derives from Latin roots, tying ancient and modern times together.
Example: Compla
Latin: compes (chains, shackles) + laxare (loosen or release)
Direct translation: release one’s shackles
Our definition: releasing your inhibitions: carpe diem
Billboards
On Instagram we will feature a variety of Polaroids and demonstrate how to live life on your own terms by learning how to use them.
CTA: Instagram
The first call to action will feature a story post. This post will ask followers and Polaroid enthusiasts to share their precious moments and create their own lingo.
The photos that are shared will then feature on Polaroid’s home page, creating a personal connection to users and generating more content.
Magazine
Toward the end of the season, we’ll wrap up our campaign with a holiday push by promoting the Polaroid camera as the perfect way to capture and preserve the seasonal cheer for decades to come.
Times Square Takeover
Making a strong impression with a Times Square Takeover. This takeover will make Polaroid unavoidable. Not only will polaroids feature on all of the screens but the images contained in the polaroids will feature candid photos of people passing by through hidden cameras stationed around Times Square, pictures from the campaign, and also an opportunity to take photos at a nearby Polaroid booth to pose for the big screens.
Creatrascind—the film that shreds
Putting a new twist on how Polaroid can be used. In the spirit of the Holidays and creating new moments, the final push of the year will be the release of the Creatrascind, the film that shreds.
This film is the perfect gag gift for Dirty Santa but also provides the unique message of keeping in the moment.
This film is shredded into perfectly sized chunks for crafters to then put the pieces to paper and commit them to memory. Whether scrapbooking or journaling, the Creatrascind allows users to engage intimately with moments captured and tell their own stories from intertwining varied moments to creating the most perfect collages. Thus, prolonging the moment and building new memories.