Burnett Hits the Net for Polaroid

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Leo Burnett this week launches a low-budget, Internet-focused campaign in an effort to create a street-level buzz for Polaroid’s newest camera.

Currently in Chapter 11 bankruptcy, the Cambridge, Mass., client did not allocate a large ad budget for the launch of the Mio, which takes wallet-sized photographs. That helped lead the Chicago agency to its strategy.

“We

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