SUPPLEMENT: APG CREATIVE PLANNING AWARDS; Sponsored by Reader’s Digest: Grand Prix

Grand Prix

Grand Prix



Winners: Karen Hand, Cindy Gallop

Agency: Bartle Bogle Hegarty

Creative Director: John Hegarty

Art Directors: Steve Hudson, Tiger Savage

Copywriters: Victoria Fallon, Paul Silburn

Client and Product: Polaroid



When Polaroid Europe appointed Bartle Bogle Hegarty in November 1994,

sales across Europe were flat and perceptions of the Polaroid brand were

poor - a surprising situation, given the unique nature of the product.



Conventional research techniques indicated that consumers did not

understand what role Polaroid could play in their lives. More lateral

research techniques uncovered a more fundamental emotional barrier to

Polaroid’s business growth across Europe - social embarrassment. People

were actively embarrassed to be seen using Polaroid in public, or even

to be thought of as Polaroid users.



BBH created a model built around the need for advertising to define a

role for Polaroid and to give that role social legitimacy and

credibility. The agency identified the fact that, in terms of a role,

Polaroid is not a camera. Polaroid is actually something that ‘gets

people going’. It is a social lubricant, like alcohol, party games or

karaoke.



The creative brief gave this positioning an aspirational attitude that

could be communicated through advertising. The proposition was ‘Polaroid

lets you live life on the edge’ - because when you use a Polaroid, it

has an instant social effect which is inherently risky.



The campaign idea, ‘Polaroid. Live for the moment’, was expressed in two

film executions, ‘rockstar’ and ‘cure-all’. Planning contributed by

identifying the fundamental problems and embarrassment associated with

the brand and defining the unique role Polaroid could play (the social

lubricant idea). Having identified these factors, an aspirational

attitude for Polaroid could be created by the advertising.



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