PrettyGreen has been appointed by Polaroid to develop and deliver the experiential launch campaign for the new Polaroid Go Generation 3 instant camera at Boardmasters Festival 2026.
Following a competitive pitch, PrettyGreen will create Polaroid's festival activation as part of the brand's global The Best of Summer is Analogue campaign. Launching this summer, the campaign celebrates analogue photography, encouraging people to capture and print real moments rather than simply posting them online.
Bringing analogue photography to Boardmasters Festival
Held annually in Newquay, Cornwall, Boardmasters is one of the UK's best-known music and surf festivals, making it the ideal setting to introduce Polaroid Go Generation 3 to a new generation of consumers.
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. PrettyGreen is responsible for campaign strategy, creative development, experience design, production and on-site delivery.
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 Analogue 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."
