Smartphone cameras have inspired a new generation of photographers. Social media is getting them recognition. But they're ignoring the value of Sony cameras and lenses. Our task was to get phone photographers to consider using Sony to capture stunning subjects.

Virgin Megastore sells smartphones, cameras and lenses, among a thousand other products. Ever since everything started getting shot on an iPhone, camera sales have been declining. Our target audience was amateur photographers who were very comfortable using their phone. We wanted to raise awareness of the Sony camera and lens range, at the point of purchase.

26 special execution posters were installed in a phased manner across 13 Virgin Megastores in the UAE. Each location had to be identified to secure the longest length and each poster had to be individually measured.

The campaign has started in February 2021 and it is still too early to measure any impact on sales. But staff have said that customers can't help but notice the stretched posters.