Polaroid Corporation: I-Zone/Joycam/Sticky Film Teen campaign
Ed DingerOVERVIEW
Polaroid Corporation, manufacturer of one of the premiere brands of cameras for more than 50 years, faced a crisis in the 1990s as the rise of new technologies, in particular digital cameras, negated the company's edge in the instant delivery of prints. After putting its account in review in 2000, Polaroid selected a new advertising agency, Leo Burnett Worldwide, to help rekindle the brand's sagging fortunes. The focus over the next three years was on taking advantage of the successful launch of the small I-Zone and JoyCam cameras and the small...