driving awareness of the Gen 2 camera through authentic creator storytelling
the challenge
Polaroid tasked Kyra with two main goals: drive awareness of the Polaroid “Capture Real Life” brand campaign and drive awareness of the Now & Now+ Generation 2 Cameras. But the problem was, social users had been flooding the hashtag #Polaroid across TikTok, although the product itself wasn’t taking center stage in these conversations. How could Polaroid engage a young generation who didn’t grow up with the same Polaroid brand affinity?
the approach
Kyra tapped global filmmakers-slash-creators to produce authentic and relatable storytelling. In turn, creating the right, positive brand association with Polaroid products. But in doing so, the four pillars and truths of Polaroid (uncontrollable color, having to wait, unpredictable outcome, and imperfection) had to remain as a throughline throughout. By tasking these skilled creators to #CaptureRealLife, together we were able to get a glimpse into the vulnerability, beauty, and unpredictability of real-life moments that require the perfect photo pairing to make them last a lifetime.
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