Polaroid Takes Mio to the Net

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 Chap ter 11 bankruptcy, the Cambridge, Mass., cli ent did not allocate a large ad budget for the launch of the Mio, which takes wallet-sized photo graphs. That helped lead the Chi cago agency to its strategy.

“We knew it had to be a little subversive because it wasn’t going to get a lot of [budget] support,” said Jonathan Hoffman, evp, executive creative director at Burnett.