Cannes Lions

COMA: a Getty Images original series

ALMAPBBDO, Sao Paulo / GETTY IMAGES / 2019

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
Presentation Image
Supporting Content
Case Film
Supporting Content
Demo Film
Film
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Overview

Entries

Credits

Overview

Background

Every year, Getty Images creates a global campaign to communicate its differentials as an

image bank. But the material has to be more than just a commercial, because it’ll be used throughout the year by the brand’s salespeople when they visit clients. That’s why it has to

be both interesting and surprising.

Idea

Taking advantage of the fact that people are addicted to watching series nowadays, we created an original three-episode miniseries using only content from the Getty Images collection, plus an immersive site where users could explore the topic in depth.

Strategy

The three episodes were put online simultaneously – just like online streaming series, where all the episodes are released together. That way, our viewing experience would align with people’s media consumption habits nowadays.

Execution

The three episodes, approximately 5 minutes long each, tell the story of a sarcastic patient in a coma who, shut off from the world as he is, can only live through the images in his head. This helped to show the variety that the image bank has to offer, since we weren’t always representing reality, but rather the character’s imagination. The episodes weren’t just entertaining – they always ended on a cliffhanger, encouraging viewers to watch the next installment. On the campaign website, in addition to screening the film, we helped consumers experience and understand the stages of a coma while they found out more about the images used in the project.

Outcome

The series got consumers’ attention, keeping up the brand’s image on the market for one more year. It’s already being used as a calling-card by Getty Images’ salespeople.

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