Important Dates - Nov 16, 1985

September 2007

World Press Photo celebrated its 50th anniversary and took this opportunity to generate a higher awareness with the general public by motivating the (inter)national dailies and magazines to place advertisements for free.

This campaign generates web site traffic through the use of 'important dates'. Dates: an international code that represents an event in the most objective way and when isolated becomes powerful and intriguing. When properly shown, a date makes you think, makes you wonder. The dates refer to the day press photos were shot over a period of 50 years. By coincidence it might even have a special private meaning. Although, just a date is not enough. It's just part of the picture.

Target audience
Managing directors/Chief editors of the (inter)national writing press. General public; people all over the world that care about independent print media and are interested in photography and culture.

See the whole picture. 50 years World Press Photo at

Advertising Agency: DDB Amsterdam, The Netherlands
Art Directors: Sanne Braam, Martin Cornelissen
Copywriter: Ricardo Adolfo

Comments (12)

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andrej dwin's picture
andrej dwin
Activity Score 937

are that important and well known dates in holland?
'cos to me they don't say anything. and the whole idea is mediocre. have seen better things based on this same thread of thought.
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ivan's picture

I like it because it makes me want to find out what happened on that day. Job well done.

fractalrene's picture
Activity Score 1504

I agree, but for international shows and for a global site like this, I think the actual place should be quoted too. Other than that, is a nice interactive campaign.

Activity Score 1838

Was there something significant on this date?

So I have to log on to find out?

I'm going to so its worked for me, but it might just frustrate someone who doesn't have Internet access whilst they read this.

We're going to need more lube.

smudge23's picture
Activity Score 171

Pretty f'ing boring if you ask me. And there's three of them.

LeeHarvey's picture
Activity Score 3045

Well mister Smudge, show us some of YOUR work then, I'm curious

picky2's picture
Activity Score 280

this is just good work. Triggers your thinking, makes me wanna see the plaatjes. If you don't get these you just a zuurpruim

DarkSide's picture
Activity Score 1066

Sometimes you go to a museum, see an exposition and think "This is good, can I use it in some of my work?"

In this case I like the original On Kawara art much better than the "inspirational" work it generated.

On Kawara "Date Paintings"

Rog's picture
Activity Score 6080

Great to see the actual Brief with the final ad.
More of it.

>>>> That's not an ad. THIS is an ad.

gienel's picture
Activity Score 339

moment in history good once you check the site

Gman's picture

intresting work.

itch's picture
Activity Score 806

woah! fresh idea! i like it a lot! makes me wanna go check out what was happening

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