How to Position Against a big Enemy Even When You’re Small
Polaroid’s latest campaign is a thing of beauty.
Here’s why…
Polaroid is an analog camera brand that sells polaroid cameras and films.
Their latest outdoor campaign captures the essence of what it means to live an analog life.
The campaign has simple and witty copy lines to drive home the point of living in the moment.
It plays on the insight of tech fatigue — look up from your phone and enjoy the real world.
Take a look at some of their amazing OOH ads…
Ad 1
Positions itself against AI and wins.
Ad 2
Prioritizes the importance of being present.
Ad 3
Ad copy from the picture:
“Real stories and not stories and reels.”
“Doesn’t connect to the cloud. Does connect you to each other.”
“No one on their death bed ever said: I wish I’d spent more time on my phone.”
The copy (previous slide) is fun, relatable and conversational.
It uses repetition and contrast to emphasize the message…(first two copy lines)
And creates a situation to drive the point home (last line).
Takeaways from this campaign
- Tap into nostalgia and remind people of simpler times
- Present a contrarian take on tech
- Imagine or reimagine relatable situations
- Don’t be afraid of a little wordplay
What do you think about this campaign?
Let me know in the comments!
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