PrettyGreen wins competitive pitch to deliver experiential launch for Polaroid Go Generation 3.
Creative communications agency PrettyGreen has been chosen by Polaroid to support the launch of its new Polaroid Go Generation 3 camera through an experiential activation at Boardmasters Festival in Newquay, Cornwall this August.
The appointment follows a competitive three-way pitch, with PrettyGreen selected as Polaroid’s experiential partner for the launch, bringing the brand’s The Best of Summer is Analogue campaign to life at one of the UK’s most iconic music and surf festivals.
The agency has been tasked with creating an immersive festival experience introducing the Polaroid Go Generation 3 to consumers. As part of The Best of Summer is Analogue campaign, the activation positions the world’s smallest instant analog camera as the must-have accessory for a summer of festivals, travel and spontaneous moments. Boardmasters provides the perfect backdrop to bring that idea to life, supporting Polaroid’s wider mission to encourage people to lean into what real life has to offer in a world both obsessed with and exhausted by digital life, celebrating the moments best experienced away from screens.
Working together, Polaroid and PrettyGreen will create an experience that reflects the spirit of an analogue summer, connecting festival audiences with the campaign through shared moments and hands-on interaction with the new camera.
Adam Shoemark, Client Services Director, Experiential at PrettyGreen, said:
“Polaroid is one of the world’s most recognisable brands, so it’s a privilege to be trusted with this launch following a competitive pitch. The Best of Summer is Analogue feels especially relevant today. As more people look to reconnect with what real life has to offer, there’s a growing appetite for shared experiences that happen away from screens. Boardmasters is the perfect place to bring that idea to life.“
Ineke Bontje, Senior Global Retail/Trade Marketing & Brand Experience Manager at Polaroid, added:
“PrettyGreen impressed us with their strategic thinking, creative approach and understanding of both our brand and audience. The team demonstrated a clear vision for how experiential could bring the Polaroid Go Generation 3 and our The Best of Summer is Analog campaign to life in a way that feels authentic for the next generation of consumers. We’re excited to work together on this important launch.”
The appointment adds to a period of significant momentum for PrettyGreen, which has continued to expand its client roster across consumer, lifestyle and entertainment categories while building on its reputation for delivering integrated campaigns that drive both cultural impact and commercial results.
