Masterfile

Situation:

Masterfile sells stock photography to art directors and designers all over the world.

Cultural Insight:

Art Directors don’t like stock photography. They want original photography for everything. However, they want industry awards, far more. So, we showed them how to get those awards using stock photography.

Effect:

The campaign itself won many of the top industry awards, proving that stock photography and awards are not mutually exclusive. Because of the awards, the campaign extended into unpaid media – awards annuals – that Art Directors really study, remember, collect and recycle.