Polaroid’s outdoor takeover takes aim at phone fatigue
By James Herring on Saturday, June 28, 2025
Polaroid’s latest outdoor campaign has just landed in NYC and it’s a celebration of analogue living and takes aim at AI and phone fatigue.
The campaign features billboards and fly-posted Polaroids that urge us to look up from our devices and step into the real world.
On one billboard, in handwritten scrawl “Ai can’t generate sand between your toes”.
A digital poster cuts deeper with provocative copy “Remember the night we spent on our phones? Me neither”.
Elsewhere, flyposting clusters display real Polaroid shots paired with copylines like “real stories. not stories and reels” and “no one on their death bed ever said: I wish I’d spent more time on my phone.”
It’s a visual reminder of the analogue photo experience that Polaroid is famous for and also taps into a broader trend: tech fatigue.
