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
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.