POLAROID SUPPORTS DIGITAL IMAGING PRODUCTS
By Adnews Staff
Polaroid Canada of Toronto will launch a national campaign next month to support its digital imaging products. Using magazine and newspaper ads, the ads will focus on the simplicity and benefits of Polaroid's products, especially the immediate capture, manipulation and distribution of digital files. One ad will tell the story of a construction foreman who unearths an animal's skull from a construction site. Convinced it is a rare fossilized dinosaur head, he takes an instant picture, scans it into his computer using Polaroid DirectPhoto software and sends it by e-mail to a paleontologist. The paleontologist opens the file and calls the foreman to tell him it's a cow's head. The picture is then printed on Polaroid Inkjet photo paper and stuck on the construction company's bulletin board. The campaign was created by BBDO Canada of Toronto. The media buy includes: Time, Maclean's, Canadian Business, Les Affaires and BC Business, as well as newspapers in Toronto, Montreal, Vancouver, Edmonton, Calgary and Winnipeg. PR is being done by Langdon Starr Ketchum of Toronto.