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No Pictures

Agency: 
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.

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

Comments (6)

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Highest Rated

alausa's picture
alausa
Activity Score 1420

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

certaintly's picture
certaintly
Activity Score 3994

good. works

certaintly's picture
certaintly
Activity Score 3994

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

Siderola's picture
Siderola
Activity Score 711

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

RichardCl's picture
RichardCl
Activity Score 121

Excellent.

kleenex's picture
kleenex
Activity Score 43493

Great idea.

alausa's picture
alausa
Activity Score 1420

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

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