New campaign for Polaroid Flip camera celebrates analog

Instant photography pioneer Polaroid is leaning into its analog roots in a campaign to launch is new Polaroid Flip camera. “The Camera for an Analog Life” takes aim at “digital exhaustion” and offers analog photography and prints as an antidote to today’s screen-based life.

The campaign combines Polaroid photos, which capture the beauty of real life, with provocative copy lines including, “No one on their deathbed ever said: I wish I’d spent more time on my phone.” and “Real stories. Not stories & reels.”

“We are analog creatures, built to connect through our senses, but the more we lose ourselves in digital algorithms, the more we drift away from empathy and real connection,” says Patricia Varella, Brand and Creative Director at Polaroid. “There is something magical in a Polaroid picture. It captures the humanness in all of us, wrinkles and all, and reminds us that the best of life happens in the real, physical world.”

Polaroid launched the OOH campaign in high-traffic areas like JFK Airport, city centers, busy streets, and next to Apple Stores and Google offices in New York City and London. By deliberately placing billboards and fly posters next to spaces synonymous with tech culture, the brand created a striking juxtaposition, prompting passersby to pause and reconsider their relationship with the digital world, the company said.

To bring the campaign to life, Polaroid launched global, phone-free walking tours in Paris and Tokyo, with the final leg set to kick off in London on August 19. The experience invites people to lock away their phone and spend one hour exploring their cities using the new Polaroid Flip. Each tour ends with the chance to mail one of a prints as a postcard, creating a real connection in a digital world.

The 360° campaign includes paid media – search, display, and targeted digital ads aimed at Gen Z – and social media and creator campaigns to continue to strengthen the campaign message.