It does not take much else than a classy idea to engage. Getty Images cake-walked through people's hearts and time by engaging people whose job is to engage the rest of the world. They put up these large posters stuck on thin magnetic fields right outside the Grand Audi, the main auditorium, with hundreds of keywords strewn around. The thin key words in black were stuck on thinner metallic strips.
So you could move them about the posters without them falling away. The caption on top of these images was: ‘Getty Images. What is your take?’
Creative people from across the continents tried to tag the pictures with the keywords that they thought the picture was all about. People made various stories/slogans, even designs, with the words. It was simple, effortless and engaging. Just goes to prove that brilliance doesn't have to be expensive. The other interesting thing I learnt was, would you believe it, one of the world's leading perfumes today is Justin Bieber’s.
Titus Upputuru is NCD at Dentsu Marcom. The views expressed are the author's independent views as an ad professional and do not reflect the organisation's viewpoint.
Also read:
Cannes 2013: 'Traditional brand construct counters environment of social networks': Dheeraj Sinha
Cannes 2013: Diary - Pratap Bose: ‘A thousand bulbs pop in your head everyday’
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