SAMSUNG – We Are David Bailey

BRIEF:
Show that with the new SMART camera from Samsung, anyone could shoot like a professional. 

IDEA:
We employed the David Baileys who’ve never met the Rolling Stones, shot for Vogue, or married a supermodel. And by giving a Samsung SMART Camera to each of our David Baileys we set out to prove that with the right equipment, everyone can take great photos…  We Are David Bailey was born.

OUTPUT:
TV, Video and Static social posts, influencer, online portal, social competition, experiential, print, OOH and even an eBay auction that raised nearly £100K for Marie Curie.

RESULTS:
Over 2 million views – 11 million impressions, 606% increase in consideration, market share from 2.8% to 55%. 28 news articles,  200 David Baileys recruited (including the famous one seen here on the right) and the cameras sold out across the UK.