There are easier places to put a billboard than on a beach at the start of summer. Which
is exactly why Polaroid put it there. By bringing a conversation around data centers and water consumption directly to the beach, Polaroid aimed to create a visual that would capture attention. And while the
stunt references one of today’s most talked about technology debates, it uses it as a
metaphor for a bigger conversation – our growing over-digitalization and the increasingly
human need to step away from it.
The Coney Island installation joins a wider outdoor campaign across London, New York
and South Korea. In London, the campaign includes a station overtake at King’s Cross,
alongside wider placements across Bethnal Green and Hackney. Lines including “You
can’t bask in blue light”
“Dance like nobody is recording” and “What a glorious day to stare into various screens for hours on end”
, form part of Polaroid’s latest campaign – “The best of summer is analog” – supporting the launch of the brand’s newest camera, the Go Generation 3.
Building on last year’s provocative campaign, the work continues Polaroid’s mission to
champion analog experiences in an increasingly digital world. Rather than positioning
analog as nostalgia, the campaign makes the case that as more of life moves online, real-
world experiences, creativity and human connection only become more valuable.
„When we stopped asking ‘How do you make instant cameras appealing to Gen
Z?’ and started asking ‘Why should Polaroid exist at all in an AI era?’ we knew we
were on to something. For Polaroid, the simple act of existing is already an act of
rebellion. While our campaigns are provocative and challenge our relationship
with technology, we’re not anti-digital. We know we have to live alongside it, but
we’re deeply pro-human, and know what humanity gives us. And we know what
we stand to lose if we don’t protect it. That’s a fight worth fighting.
“ Patricia Varella, Creative Director at Polaroid
The campaign extends beyond outdoor media, with Polaroid paying creators to go offline.
Through handwritten notes shared with their followers, 12 creators announced they were
taking a break from social media thanks to Polaroid. While offline, the creators were
encouraged to pursue the interests and activities they are best known for online, in the
real world. Among others, chronically online creator @berniemor, known for sharing
dating advice online, swapped talking to a screen for a trip to date people in real life.
To support the launch, Polaroid also created a sensory seeding experience for
influencers and media. Opening into a miniature summer garden filled with birdsong,
scent, moss and wildflowers, the kit was designed to engage all five senses and bring
“The best of summer is analog” to life, with the new Go Gen 3 hidden at its center.
