Polaroid - Capture Real Life [2023]

In April 2023, Polaroid launched a new generation of cameras.

To mark the occassion, we decided to celebrate both the beautifully imperfect found in life—and in Polaroid photography. To achieve this we equipped 15 one-of-a-kind photographers with a Polaroid camera and one of our Real Life/Polaroid truths:

Real Life is color you can't control.

Real Life is having to wait.

Real Life isn't perfect.

Real Life is sometimes unintentionally beautiful.

The outcome was a campaign that celebrated that "Real Life is beautifully imperfect" through the amazing Polaroid photography of our 15 assigned photographers and the lines we gave them.

On Instagram, we dove into all four truths individually and also showcased our photographers work and asked them how they interpreted the truth/line we assigned them.

Especially over on TikTok, the campaign message resonated in particular with Gen Z in this very hectic and digital landscape. Creators there got inventive - from poetry to film making - celebrating the beautifully imperfect.

On the Polaroid website, we gave our Real Life/Polaroid truths a platform, explained why beauty is found in imperfections and also gave a number of our campaign photographers a platform to showcase their work and approach.We also built a new gallery space where visitors were able to flick through the amazing photography created for the campaign.

Results

Polaroid's first brand campaign in ten years was a huge success - photographers across the world loved looking for imperfections in Real Life and the audience loved rediscovering instant photography for themselves.

Press

  • https://www.adweek.com/creativity/polaroid-embraces-the-messy-beauty-of-real-life/

  • https://hypebeast.com/2023/7/polaroid-real-life-campaign-info

  • https://hypebae.com/2023/8/latinx-photographer-thalia-gochez-polaroid-collaboration-interview

  • https://www.nylon.fr/les-reves-instantanes-de-rayan-nohra/

  • https://culted.com/polaroids-imperfect-campaign-the-mm6-x-salomon-mule-your-monday-briefing/

  • https://vergemagazine.co.uk/introducing-polaroids-global-campaign-capturing-real-life-and-celebrating-new-talent/

  • https://www.creativemoment.co/polaroid-launches-global-campaign-capturing-real-life

  • https://amateurphotographer.com/latest/photo-news/polaroid-global-campaign-celebrates-new-generation-of-polaroid-now-cameras/