Direct > Product/Service
WORLD PRESS PHOTOS
CLEMENGER BBDO, Wellington / NEW ZEALAND NETHERLANDS FOUNDATION / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
The World Press Photo Exhibition is regarded as the most prestigious international press photography contest. The 2002 exhibition featured the top 200 photographs from 49,235 entries.Winning shots all depict the dramatic world events of the last twelve months.The exhibition travels to 35 countries annually.
It had never been to New Zealand before and would only be here for 3 weeks.
CampaignDescription
You pick up your holiday snaps from a 1-hour developer.Uncle John at the BBQ.Grandad in his party hat.Yasser Arafat rallying his troops.Hang on a minute, where did that photo come from?We reproduced exhibition photos as snapshots, and placed them amongst photos developed in photoshops, ready to be discovered by unsuspecting people collecting their snaps.Overleaf was an invitation to the exhibition.
A surprising, relevant way to reach New Zealanders. After all, they are already looking at photographs - and that's just what we're asking them to do.
Outcome
The target was 20,000. The exhibition attracted a record attendance of 32,400 people.This was the best result from any of the major cities in the world.
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