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On the heels of Polaroid’s appearance in last fall’s party hit “Hey Ya,” Euro RSCG Worldwide focuses on the laughter generated by the brand’s instant photos in a campaign that breaks Thursday.
“If you put a Polaroid in the middle of a table at a party or dinner, the dynamic changes,” said Kevin Roddy, ecd at Euro RSCG MVBMS Partners. “Laughter is one expression of that. Polaroids aren’t about documenting moments—they’re a social lubricant.”
The Web component is the campaign’s “primary media,” said director of strategy Ira Matathia.
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