We got UK’s best photographer, but he didn’t shoot our campaign

Brief

To make Samsung NX cameras land in the UK market we needed a very notorious campaign an a very clear product benefit. So we focused in proving how with the new NX camera anyone can shoot like a pro. So we gave 1000 NX Cameras to everyday people from all over Britain and let them shoot the campaign ads for us. 

All of these 143 guys were named David Bailey, but none of them was the famous photographer.

Awards

Cannes Lions: 1 Gold Lion, 2 Bronze Lion, 1 Shortlist
Creative Circle UK: Best digital campaign
Eurobest: 1 Gold, 3 Silver, 1 Bronze
Caples: 3 Silvers 1 Bronze
Campaign Big Awards: 1 Silver
Kinsale Shark Awards: 2 Gold, 2 Silver
MAA BEST AWARDS: Best of the Best (Grand Prix), 3 Best Awards

The case

Tvc

Digital content

Project: We are David Bailey
Client:  Samsung
Product:Samsung NX Cameras
Agency: Cheil London
DGC: Patrick Collister + Logan Willmont
CDs: Ferran Lopez + Chris Lawson
Creative team: Mireia Córcoles+ Vic Kalogerou + Andy Day + Simon Friedberg