Our idea was to tap into the highly competitive nature of creatives and launch the ‘Ultimate Competition’. To answer a creative brief, using Getty's new content, for the chance to win the place in Cannes of one of the most awarded Creative Directors ever. ‘Bob Scarpelli’.

To launch the campaign an email with an embedded video showed the town of Cannes preparing for the influx of delegates. With the call to action. Cannes is briefed. Are you? Subsequent short videos showed Bob trying to win his place back by entering the competition himself, in effect challenging creatives to beat him personally.