The winning entries were exhibited at Paris Photo, extending the campaign’s reach and reinforcing the I-2’s creative credibility within the photographic community.
At the same time, the photographs were displayed on the iconic Morris Columns in Paris, transforming them into a large-scale open-air exhibition. This powerful out-of-home presence showcased Polaroid imagery to the public at an unprecedented scale, making the quality of the new black-and-white film impossible to ignore.
The response to the open call was outstanding, with more than 2,000 applications from around the world, making it the most successful open call ever run by Polaroid and Magnum.