| Title | THE MOST WANTED SHOTS |
| Brand | GETTY IMAGES |
| Product/Service | STOCK IMAGE |
| Category |
B05. Use of Outdoor |
|
Entrant
|
TBWA\ISTANBUL, TURKEY
|
|
Idea Creation
|
TBWA\ISTANBUL, TURKEY
|
Credits
| Ilkay Gurpinar |
TBWA\Istanbul |
Chief Creative Officer |
| Volkan Karakasoglu |
TBWA\Istanbul |
Executive Creative Director |
| Arkin Kahyaoglu |
TBWA\Istanbul |
Creative Director |
| Can Bilginer |
TBWA\Istanbul |
Creative Group Head |
| Onder Bayraktar |
TBWA\Istanbul |
Copywriter |
| Ozan Aslan |
TBWA\Istanbul |
Art Director |
| Erman Karahisarli |
TBWA\Istanbul |
Production Group Head |
| Canan Polat |
TBWA\Istanbul |
Agency Producer |
| Ayse Erdogan |
TBWA\Istanbul |
Group Account Director |
| Oya Berk |
TBWA\Istanbul |
Brand Manager |
| Ceren Calikusu |
TBWA\Istanbul |
Brand Executive |
The Campaign
We analyzed millions of image searches performed on iStock everyday. And found out the most searched keywords. Using these keywords we wanted to communicate that everyone who can take photos can sell them on iStock. For example “bridge” was searched for 5.499 times, “building” was searched for 6.825 times.
Creative Execution
We designed outdoor ads for each keyword and located where that keyword’s photo can be easily taken in real life. For example “Sky” was located where a nice sky photo can be taken. “Road” was located next to a road. And “school” was located right in front of a school. With many outdoor examples like these we showed that everyone who can take photos can become an iStock photographer. We also conveyed that millions of photos like these could be found on iStock.
In iStock’s Most Wanted Shots campaign we designed outdoor ads to encourage potential photographers to join iStock by letting them know the most searched keywords. We placed each ad where that keyword’s photo can be easily taken in real life. Every piece of communication had to be in perfect synergy with the outdoor media space it was placed in for the idea to work.
Insights, Strategy and the Idea
Our strategy was to design outdoor ads for each commonly searched keyword and place them where that keyword’s photo can easily be taken in real life.