Britain’s most famous photographer is David Bailey, but he’s not the only David Bailey in Britain.

143 other David Baileys were recruited, given cameras and let loose.

They uploaded their shots to a Facebook gallery and made a series of 20-second Masterclasses.

The best photos were used in print advertising and digital outdoor, driving more traffic to ‘We Are David Bailey’ on Facebook, leading to 13,000 applications of people wanting to be Honorary David Baileys.

All photos, Bailey bios, information about the camera, masterclasses, and registration to become an Honorary David Bailey were featured on an slick, intuitive Facebook application.