New Polaroid Campaign

New Campaign Pushes Back on AI and Tech Fatigue

Polaroid’s latest outdoor campaign has arrived in New York City, London and beyond with a clear message: put down your phone and look up. In a bold celebration of analogue life, the brand’s billboards and wheat-pasted images are a creative call to resist the numbing scroll of digital culture.

One poster reads, “AI can’t generate sand between your toes”—a handwritten note reminding us that some moments can’t be manufactured. Another, on a digital screen, hits deeper: “Remember the night we spent on our phones? Me neither.”

It’s classic Polaroid, emotive, physical, and rooted in the now. At a time when conversations around screen burnout and AI dependency are louder than ever, the campaign captures a cultural mood. Rather than promising more tech, Polaroid offers less: just light, paper, and memory in your hands.

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Inspiration by Mark