Getty Images, the world’s leading creator and distributor of visual and digital media content, has, in recent years, expanded its product offering, to provide audio and video footage for its customers in the creative and editorial arenas. With an objective of communicating Getty Images’ portfolio of products to its creative target audience, Getty Images’ brief to Ogilvy Redcard was to create a piece of direct mail that would highlight its wide product offering in a lively and interactive way.
Ogilvy RedCard turned to Getty Images’ extensive imagery offering for inspiration and were able to create inspiring mood boards from the content found on their Web site. Putting together all the required elements—inspiration, images, user involvement, randomness—it was but a short jump to The Random Camera Project.
With 300 branded disposable cameras, Getty Images spread the word about the project and availability was on a first come, first served basis. Within two weeks, all the cameras were given out to the target audience of creative professionals in the media industry in three markets: Singapore, Thailand and Hong Kong.
The challenge to the target audience was to take pictures of anything and everything with the cameras before returning them to Getty Images. Getty Images then processed the photos and in return, sent them someone else’s set of pictures. At the same time, all images were uploaded onto a Web site gimages-sea.com/random for public sharing and viewing, which is now live.
Rupert Harrow, Senior Sales Director, Getty Images said, “As Getty Images looks to continue to communicate and highlight its growing product offering and transition to a digital media company in Singapore, Thailand and Hong Kong, our brief asked Ogilvy Redcard to transmit that message in a fun and exuberant way. Ogilvy RedCard has an impressive track record of delivering engaging, creative, promotional work that delivers results and they created and executed a unique and highly creative idea that has caught the imagination of the creative community.”
Ross Fowler, copywriter, Ogilvy RedCard said, “From the very start, our objective was to step away from the typical direct mail-like branded stress toys and USB sticks. We took a long look at the brand proposition of Getty Images, which centred around the theme of ‘inspiration’. Rather than create a forgettable object that had little use and would clutter the recipient’s desk, we decided to get them involved and inspired through an interactive project and as such, created the The Random Camera Project.”
To date, more than 220 cameras have been returned and processed.
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