Samsung
fullscreen ⇧
The secret David Bailey auction
BRIEF:
When Samsung brought out the NX300, they wanted to cash in on the We Are David Bailey campaign.
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IDEA:
We created 'The secret David Bailey auction', where nine of the non-famous Baileys, plus the famous Bailey, were sent on assignment to capture their interpretation of 'speed'. They were all printed, signed, and put into a one-of-a-kind eBay auction. The catch was that we didn't tell anyone which one had been taken by the pro photographer. We also had a glitzy auction in the Bulgari in Knightsbridge.
OUTPUT:
eBay, YouTube, Facebook, Instagram and experiential.
RESULTS:
Over 30 national news articles, 20 million total circulation, ad value of nearly £100,000, PR value of £260,000 but best of all we raised £70,000 for Marie Curie.

The question is: Can you work out which one of these signed pictures is worth a fortune?
