The initial concept was a simple one that stayed true throughout the entire process - a camera project with the aim of giving the target market random inspiration from Getty Images. Everything else, from the design and tone of voice of the project to the logistics of the camera exchange, were simple to develop and fell neatly into place. When the campaign launched, the offer of an old-school disposable camera and an open brief was something that few creatives could resist.

Demand outweighed supply. The client received many enquiries as to where people could get cameras. The target market were coming to us.

Results in terms of our objectives:-70% of cameras were returned and exchanged.-Over 4000 images were uploaded.-The Getty Images contact database was doubled.-Website registrations up 10%.-Sales went up 45%.