As smartphones and digital cameras take a huge part in our lives every one of us became a photographer. iStock wanted to increase the number of contributors by communicating that everyone can be an iStock photographer.

See caseboard.

We designed outdoor ads for each keyword and located where that keyword’s photo can be easily taken in real life. For example “Sky” was located where a nice sky photo can be taken. “Road” was located next to a road. And “school” was located right in front of a school. With many outdoor examples like these we showed that everyone who can take photos can become an iStock photographer. We also conveyed that millions of photos like these could be found on iStock.