Yearly attendance to the World Press Photo Exhibition had declined due to sombre content and the public's perception that they had ‘seen it all before’. We figured that our world leaders needed to see the exhibition more than anyone. After all, their policies had directly influenced the exhibition's photo content: war, despair and political unrest. So we invited 74 of them. Thirteen world leaders wrote back to decline and we displayed their letters in metrolites around the city. Beneath their letters was our campaign line: “See the exhibition they should be seeing.” The metrolites became an exhibition in themselves.

First we put up metrolites saying that we had invited world leaders to the exhibition, and why. When we received the letters declining our invitations, we displayed them in the metrolites. Then we recorded follow-up phonecalls to George Bush and other world leaders. Again our invitations were declined. We used the recordings as virals and radio ads.