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![\"Polaroid](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/qysmV7Nmnv8Cx6BzhKUcJZ.jpg\")
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(Image credit: Polaroid)<\/p>\n
Taking a stand against over-digitisation, Polaroid’s campaign centres around a large billboard situated on Coney Island beach, reading \u201cGo jump in some water before the data centers drink it all up\u201d. With its handwritten-style font and candid Polaroid snap, the design has a signature human warmth that counteracts its subtly foreboding message.<\/p>\n
Latest Videos From![\"\"](\"https:\/\/www.creativebloq.com\/media\/img\/creativebloq_logo.svg\"){kind=logo}
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The campaign will continue across New York, South Korea and London, with a station overtake at King\u2019s Cross, alongside placements across Bethnal Green and Hackney. Celebrating the joys of an unplugged existence, statements including \u201cYou can\u2019t bask in blue light\u201d, \u201cDance like nobody is recording\u201d encourage audiences to live in the moment, while playful sarcasm comes through with billboards bearing \u201cWhat a glorious day to stare into various screens for hours on end\u201d.<\/p>\n
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![\"Polaroid](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/07\/TKJP8KbxvdyYZEyZ2DNswZ.jpg\")
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(Image credit: Polaroid)<\/p>\n
“When we stopped asking \u2018How do you make instant cameras appealing to Gen Z?\u2019 and started asking \u2018Why should Polaroid exist at all in an AI era?\u2019 we knew we were on to something,” says Patricia Varella, creative director at Polaroid. “For Polaroid, the simple act of existing is already an act of rebellion. While our campaigns are provocative and challenge our relationship with technology, we\u2019re not anti-digital. We know we have to live alongside it, but we\u2019re deeply pro-human, and know what humanity gives us. And we know what we stand to lose if we don\u2019t protect it. That\u2019s a fight worth fighting.\u201d<\/p>\n
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<\/p>\n For more design news, take a look at Polaroid’s iconic anti-AI ad<\/a> from last year or check out the best instant cameras <\/a>for celebrating real life.<\/p>\n