Leo Stuck on I-Zone

Leo Burnett adds interaction to its print work for Polaroid’s I-Zone instant camera by putting sticker photos in the ads, encouraging teens to use the film in creative ways.

“The assignment was to evolve the Polaroid I-Zone print,” said copywriter Eric Routenberg. Previous work showed thumbnail-sized I-Zone pho tos in odd places, such as of a tongue on a windshield wiper.

New work appearing in November issues of teen magazines includes an insert of 32 “sticky pics,” such as a monkey face, a scuba diver and a man’s hairy chest. A print ad for a made-up product on a following page encourages the reader to stick a photo on it.

As the Chicago agency envisions it, teens will take the remaining stickers and place them elsewhere, Rou tenberg said. The idea came out of Rou tenberg’s experience of spy ing a photo on the bumper of a parked car.

“That car stopped being a car, and it was an ad for an I-Zone,” he said. The back of the insert shows the camera and the line, “for clicking,” a play on Pola roid’s “Click, instantly” tagline. Executions scheduled to run in December issues will show a removable sticky photo in an unex pected place, such as on an escalator hand rail, further fueling, in the shop’s design, teens’ need to stick up photos.

Routenberg and art director Sarah Block expect the campaign’s quasi-subversive nature will appeal to teens. “Teens are more receptive to a company that doesn’t try to put its arm around them,” Routenberg said.

Spending on the campaign was not disclosed. Polaroid spent an esti mated $15 million on advertising last year, about a quarter on I-Zone, according to CMR.