SuperHeroes and Polaroid Invite Gen Z to ‘Capture Real Life’
Polaroid, the original home of analog instant photography, partners with SuperHeroes, the creative agency saving the world from boring advertising, for a global TikTok creator campaign inviting gen Z to ‘Capture Real Life’.
The TikTok creator campaign is an extension and adaptation of Polaroid’s global brand campaign - ‘Capture Real Life’. It is centred around the insight that ‘Real life is a pain in the ass’, tapping creators to write a love letter to real life, which - like analog photography - is challenging and rewarding. Particularly, in creating content for gen Z audiences on TikTok, the insight was reinterpreted and refined in collaboration with The Robins, SuperHeroes’ collective of gen Z opinion leaders and tastemakers, to become:
Real life for gen Z is unpolished, messy, unique and human.
The TikTok creator campaign is boosted by SuperHeroes’ Creative Commerce unit, which focuses on combining branding and performance across various media channels, leading to extended reach and engagement of creator content.
The key to capturing real life: that it is specific and unique to each creator - the raw moments that lead to something beautiful, the ups and downs of life. Polaroid and SuperHeroes are partnering with ten creators who convey emotions through the power of storytelling. From ballet dancers to singers and world travellers, 10 creators capture moments in their life and take their audiences on a visual journey using the Polaroid Go, the brand’s smallest instant camera - portable and wearable to capture all of real life’s moments on the go.
Craig Miles, creative director at SuperHeroes said, “Polaroid is a brand that is at the forefront of pop culture, and the best way to speak to Polaroid’s gen Z audience is with authentic and real content. We gave each creator the space to truly tell their own story, resulting in thumb stopping content that has a recognisable role for product and brand.”
Late 2023, SuperHeroes Amsterdam was appointed for this TikTok creator campaign for Polaroid. This is the first creative output of this partnership.
Watch the creators’ videos here:
