Polaroid, a privately owned company headquartered in the Netherlands, was founded in 1937 and employs approximately 600 individuals. The company specializes in photography, functioning as a developer of instant films designed for classic Polaroid cameras.
Polaroid recently championed an analog way of life with a new out-of-home (OOH) campaign launched on June 25, 2026, which questions society’s growing dependence on technology, artificial intelligence, and its powering infrastructure. This followed an online push on June 24, when the company made waves after releasing a blunt warning about the massive amounts of water consumed by AI data centers. Polaroid shared an image on Instagram featuring the pointed message “Go jump in some water before the data centers drink it all up,” as part of a promotional effort for its new Polaroid Go Generation 3 camera, aiming to nudge people away from their screens and back into the physical world. The 89-year-old camera company's advertising campaign specifically highlighted concerns over the water consumption of AI data centers. Earlier, on June 23, Polaroid initiated an international ad campaign making the case for embracing an analog life with a series of billboards featuring anti-tech phrases such as “No one on their deathbed ever said: I [wish I spent more time on TikTok].”
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