Hot pick - Must-see projects of the week

MING Utility and Entertainment Group

Polaroid Eyewear

The Fishbowl

The story of the invention of polarization and the polarized lens.

Disciplines: Advertising/Creative, Branded content, Branding / design

Sector: Fashion

Agency: MING Utility and Entertainment Group

BITE Insight

Consumers are getting pickier. They notice when brands aren’t authentic, and they’ll turn away if you offend them. MING Utility and Entertainment Group returned to Polaroid’s heritage for the hero video of the latest campaign, drawing on the authenticity of the brand’s story.  

The global campaign celebrates the 80 year anniversary of Polaroid, launching the Spring/Summer 2017 range of sunglasses. Telling the story of the brand’s founder Edwin Land, the film takes us through the life of the inventor, scientist and all-round showman.

The story demonstrates the value of the invention, showcasing how Polaroid has enhanced the way people see and experience the world around them. The film charts Land’s progress from his school labs, to the presentation of his invention to the American Optical Board in 1934 and into the sunglasses worn by people today. It was Land’s advances in light polarisation technology, that were then applied to a line of eyewear, that established the brand.

The film is part of an interactive platform – The Fishbowl – that also features contemporary videos from creatives such as musician Lion Babe, who wrote a song specifically for the campaign, the artist Felipe Pantone and the androgynous model Elliott Sailors, all wearing products from the Spring/Summer 2017 range.

The campaign ties the history of the brand into how the sunglasses are seen and worn today. MING has harked back to Polaroid’s heritage, to examine its history and pull that into beautiful, sharable short films. The campaign captures the feeling of nostalgia that is being felt by consumers, and embraced by brands, around the world.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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