In an ever-developing technological world, consumers are more and more connected to their smartphones. They snap selfies, they share files instantly, and they post on social media. They no longer have to print their photos to share them with the world. I wanted my campaign to be based off a unique insight, as this product is definitely not one that is totally necessary. I thought about the "ritual" of taking photos with your friends. You take a bunch of photos and everyone crowds around the phone saying "let me see" or "send that to me.” I decided I wanted to base my campaign on the insight that people like to see their photos as soon as their taken. Polaroid ZIP is portable enough to allow consumers to do that.