Outkast Hit Gives MVBMS a Campaign

Can Polaroid’s instant- analog photos find favor with trendsetters who have gone digital? Havas’ Euro RSCG MVBMS Partners hopes so and has enlisted the help of hip-hop duo Outkast and its hit song “Hey Ya,” which features the line, “Shake it like a Polaroid picture.”

Polaroid and MVBMS have partnered with Outkast in an attempt to build on the song’s popularity and channel that into a guerrilla campaign, the shop’s first effort for the client since winning its business in October.