The concept developed out of a simple thought: If you say that Getty Images has nearly every picture out there, you also have to proof it. So we did: by using the symbol, you can see on every Getty Images picture: the watermark. First, a number of Getty Images glass-letterings (the watermark) were produced. These letterings were mounted on three meter high metal sticks (and a plate underneath). All over Germany the Getty Images Watermarks were placed at well known sights. In this way we branded every picture with the Getty Images watermark that has been taken at that time by any person.

The watermark turned into a sight itself and was photographed very often – and went straight on to thousands of private pictures. We can’t say how this activity influenced the sales figures, but we can say that the reactions were throughout posivite and left a good impression of Getty Images in people’s minds.