The Brief:

Digital Natives (21-40 Year Olds) are overwhelmed with the relentless pace of modern life. They are acutely aware of the pressures, anxieties and they yearn for a sense of authenticity and connection.

The campaign should recognise Polaroid as a brand that both celebrates the past while also empowering them to create new memories. The audience should use Polaroid products to slow down, capture moments that matter and have meaningful connections with others.

Insights:

Digital natives appreciate substance in a faced paced and fleeting world. This leads them wanting to be more intentional and finding ways to live in the moment and enjoy the process while at it.

Solution:

We want people to rethink their relationships with photos to a more mindful one that brings back focus to the important things in our lives – the people, the places, and the moments.

To capture the things that make us want to pick up a polaroid camera. Living for these things that truly matter, not just the photo.

Activation 1:

Painted with light reflective coating, these flash reactive backdrops around the city will only reveal their surprise designs when taken with the polaroid camera placed there and only after the photo develops.

This leverages on Polaroid's iconic flash feature and developing process, to get people to slow down and shift focus from the instant gratification of a digital picture to the nostalgia of enjoying the whole process; from snapping the photo to eagerly waiting for it to develop.

Activation 2:

Whether it’s texting or filming at a concert, people spend too much time trying to record the moment. But with Secret Sessions, we want to bring back the thrill of being right there.

Popular Artists will tease and riddle intimate performances in secret locations. Finding the venue is only half the fun as access will only be granted by leaving your phones at the door. Don’t worry, you’ll still
be able to relive the night; commemorative polaroids
taken by crew members will
be handed out at the end.

OOH:

We want people to go beyond appreciating the photo, and remember the memories, feelings and important ones that made us take the photo in the first place.

Also inspired by popular Mindfulness techniques, this second series gets the audience to be grounded and savour all the senses (other than sight) in the now so that the moment can live on forever.