Leo Stuck on I-Zone

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in