Case: Ad Arena, Tasting The Limits
My Role: Concept / Art direction
Assignment
Create an exhibition in front of the Palais du Festival. This exhibition has to generate traffic to the Getty Images lecture about the boundaries of photography in advertising during the Cannes Lions 2007 in Cannes.
Concept
‘Ad Arena; Tasting the limits’. Right in front of the Palais du Festival we created a square Arena. This structure showed a selection of provocative photos. By using engaging super post-its, passers by could give their opinion about the pictures. After the Lions al the comments were collected and published via gettyimages.com.
Result
The unconventional approach and the interactive component in this concept produced very much press attention. The expo attracted more than 9000 visitors and more than 300 comments. Getty Images strengthened their position as market leader on commercial imagery. The concept was such a great success that Getty Images decided to use it again for this years Cannes Lions festival (2008).
Also view this compilation about all the brand activity of Getty Images in Cannes (al concepted and produced by Usual Suspects):
http://www.youtube.com/watch?v=T4GrRahbSCY&feature=related
Quote
“The exhibition was such a success – we’ve had great feedback” (Patrick Dahrs, Corporate events and internal communications manager, EMEA)
http://www.flickr.com/photos/27919282@N00/sets/72157605966821322/
http://www.youtube.com/watch?v=izIPZDguWzc
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