HOT@DOT: Going Analog in a Digital First World

Hot@Dot is a blog series where the Red Dot team explores what’s catching our attention—and why it matters. From emerging tools to standout ideas, we connect inspiration with real-world impact. In a crowded comms landscape, these are the sparks that lead to smarter strategies, stronger brands, and better business decisions.

By Gina Adam, Director of Brand Voice

Happy Holidays! Here’s the outdated piece of technology every teen wants.

During the holidays, my 16-year-old unwrapped a Polaroid camera. Her second one. She got her first several years ago, despite having a billion-dollar camera-slash-phone in her hand all day, every day. 

Polaroid. We all just heard that famous click and buzz, right? The word alone feels nostalgic. Never mind the smell of the paper, the weight of the camera, and the obligatory flapping motion as you pass the time waiting for your image to appear.
No brand is more primed to swing the pendulum back from fake AI videos and digital overload than Polaroid. And they’re doing it. For real.

Just like when Mini Cooper launched their cheeky little “Let’s motor” campaign in 2002 into a world of aggressive and egregious Hummers. Some brands follow trends. And some brands go “all in” in the opposite direction, blowing up preconceived notions and creating entirely new categories. 

I’ve always loved brands that understand and embrace what makes them truly special. And I especially admire when those brands unapologetically plant their flag there. Because it works. People like brands that are authentic and true to themselves, just like they’re drawn to people who feel the same.

Polaroid, in all its analog glory, reminded people in 2025 that life happens outside of digital spaces with the launch of the “Flip.” A Polaroid cannot be faked, just like real life. And people are craving “not fake” right now. It’s pretty smart. 

We put this type of thinking to work for the brands we partner with as well, helping them lean into who they are and what they stand for. Then, creating experiences that people can touch and feel to create connections that last longer, feel more human, and build lasting loyalty.

Click, whirr, flap. Beautiful!