SAMSUNG - WE ARE DAVID BAILEY
WE RECRUITED 143 DAVID BAILEY, BUT NONE OF THEM WAS BRITAIN’S MOST FAMOUS PHOTOGRAPHER
To prove how with the new NX camera anyone can shoot like a pro, we gave 1000 NX Cameras to everyday people from all over Britain and let them shoot the campaign ads for us.
All of these 143 guys were named David Bailey, but none of them was the famous photographer.
The search for Baileys began through print, banner, and milk carton advertising.
143 D.B. were gathered in an event where we gave them cameras and sent them out to take photos: Analysts, teachers, plumbers... all named David Bailey, created beautiful shots that were seen online, in newspapers, London Underground escalator galleries, and digital outdoor displays, including Samsung’s screen in Piccadilly Circus.
A TV ad was created, driving people to Facebook, the hub for their photographs.
The Baileys created series of Photography 'Masterclasses' for YouTube.
A Secret David Bailey auction was held, with one print contributed from the famous David Bailey. Identifying which one wasn't easy given the quality on show.
Store managers were sent a coffee table photography book, 'The Book of Baileys,' and top bloggers were given signed prints.
Our Facebook hub received 13,000 applications from people wanting to become ‘Honorary David Baileys’ by simply saying 'I'm David Bailey' when we called them by surprise on the phone.
NX cameras sold out in all major retailers in 11 weeks.
WHY I LIKE IT
Let me tell you a secret: I'd never heard about David Bailey before the weekend my recently-met creative partner Chris Lawson and I came up with this idea.
This was my first freelance job abroad, so my English and my knowledge of British culture were quite limited.
Fortunately, Chris was very patient. It was him who helped push the campaign internally in its original form when I had to leave the agency.
One more reason why I will be forever thankful to him.
Agency: Cheil London
Role: Freelance Creative Director
Executive Creative Directors: Logan Wilmont, Patrick Collister
Head of Digital: Daniele Fiandaca
Cannes Lions: 1 Gold Lion, 2 Bronze Lion, 1 Shortlist
Creative Circle UK: Best digital campaign
Eurobest: 1 Gold, 3 Silver, 1 Bronze
Caples: 3 Silvers 1 Bronze
Campaign Big Awards: 1 Silver
Kinsale Shark Awards: 2 Gold, 2 Silver
MAA BEST AWARDS: Best of the Best (Grand Prix), 3 Best Awards