The Best of Summer is Analog

At 8:00 a.m. ET, June 18 – at the start of summer and on one of the most iconic stretches of sand – Polaroid unveiled a giant billboard on Coney Island Beach in New York.

Rising from the sand, a giant billboard bearing the message “Go jump in some water before the data centers drink it all up” kicks off Polaroid’s latest campaign against over-digitalization.

There are easier places to put a billboard than on a beach at the start of summer. Which is exactly why Polaroid put it there.

By bringing a conversation around data centers and water consumption directly to the beach, Polaroid aimed to create a visual that would capture attention. And while the stunt references one of today’s most talked about technology debates, it uses it as a metaphor for a bigger conversation – our growing over-digitalization and the increasingly human need to step away from it.

The Coney Island installation joins a wider outdoor campaign across London, New York and South Korea. Lines including “You can’t bask in blue light”, “Dance like nobody is recording” and “What a glorious day to stare into various screens for hours on end”, form part of Polaroid’s latest campaign - “The best of summer is analog” – supporting the launch of the brand’s newest camera, the Go Generation 3.

Building on last year’s provocative campaign, the work continues Polaroid’s mission to champion analog experiences in an increasingly digital world. Rather than positioning analog as nostalgia, the campaign makes the case that as more of life moves online, real-world experiences, creativity and human connection only become more valuable.

“When we stopped asking ‘How do you make instant cameras appealing to Gen Z?’ and started asking ‘Why should Polaroid exist at all in an AI era?’ we knew we were on to something. For Polaroid, the simple act of existing is already an act of rebellion,” said Patricia Varella, Creative Director at Polaroid. “While our campaigns are provocative and challenge our relationship with technology, we’re not anti-digital. We know we have to live alongside it, but we’re deeply pro-human, and know what humanity gives us. And we know what we stand to lose if we don’t protect it. That’s a fight worth fighting.”

The campaign extends beyond outdoor media, with Polaroid paying creators to go offline. Through handwritten notes shared with their followers, 12 creators announced they were taking a break from social media thanks to Polaroid. While offline, the creators were encouraged to pursue the interests and activities they are best known for online, in the real world. Among others, chronically online creator @berniemor, known for sharing dating advice online, swapped talking to a screen for a trip to date people in real life.

To support the launch, Polaroid also created a sensory seeding experience for influencers and media. Opening into a miniature summer garden filled with birdsong, scent, moss and wildflowers, the kit was designed to engage all five senses and bring “The best of summer is analog” to life, with the new Go Gen 3 hidden at its center.