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No Pictures

Agency Network: 
Published/Aired: 
May 2013

Description

In November 2012, Metro readers were surprised to find their familiar (and favorite!) newspaper was completely without photos. Word quickly spread across social media that Metro had screwed up – a huge mistake. But of course: This was no mistake. The ad agency TBWA Copenhagen had been tasked with developing a sticky campaign for the world’s biggest photo competition: Metro Photo Challenge. This “No Picture Edition” paid tribute to pictures by proving how much we miss them when they are not there. This innovative campaign — together with a new platform and a fantastic photo expedition as a prize for the winners — proved highly successful as the Metro Photo Challenge 2012 received buzz on social media worldwide, which resulted in a 377% increase in participants, a 139% increase in visitors and 139% more photos. It was the sixth time the competition ran worldwide, and the results were better than ever before.

Print advertisement created by TBWA, Denmark for Metro, within the category: Media.

Advertising Agency: TBWA, Copenhagen, Denmark
Creative Director: Tom Olsen
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Highest Rated

certaintly's picture

although i dont tend to really believe these campaigns, cus more often than not theyre exaggerated.

certaintly
Activity Score 3994
certaintly's picture

good. works

certaintly
Activity Score 3994
certaintly's picture

although i dont tend to really believe these campaigns, cus more often than not theyre exaggerated.

certaintly
Activity Score 3994
Siderola's picture

¿Qué se puede pensar de la seriedad de un medio que prefiere sacrificar las imágenes de sus noticias por hacer una campaña?

Siderola
Activity Score 711
Copywriter at Grupo Love
RichardCl's picture

Excellent.

RichardCl
Activity Score 121
kleenex's picture

Great idea.

kleenex
Activity Score 51126
Web Designer/Developer
alausa's picture

I like it when we say 'zero budget' then make a 4 minute case video. Perfect execution nonetheless.

alausa
Activity Score 1420
Creative Director at Noah's Ark
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