Polaroid's latest campaign, 'The best of Summer is Analog,' encourages a break from the digital fray. The brand's provocative billboard on Coney Island urges us to jump in some water before data centres consume all our moments.

The message is clear: in an increasingly online world, Polaroid champions analog as a way to live in the present and unplug. Statements like 'You can’t bask in blue light' remind us of the joy found in simple pleasures.

Creative Director Patricia Varella explains that Polaroid's campaigns challenge our relationship with technology while remaining pro-human. The ads are a stark reminder that we must protect what makes us human, or risk losing it to screens and algorithms.

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