ABOUT
Samsung's NX cameras democratised photography by allowing amateur photographers to get professional results. The campaign brought this vividly to life by showing how ordinary people - plumbers, analysts, teachers, who just happened to be called David Bailey - could take shots as well as the David Bailey. We recruited 143 of his namesakes from all over the UK, brought them to our secret location in London, trained them, gave them cameras and set them loose to show that with the Samsung NX1000, anyone can shoot like a pro. Through a multi-channel campaign with Facebook at its core, we helped Samsung sell out of the camera in just 11 weeks and increase their market share from 2.8% to 55%.
AWARDS
Campaign BIG Award - Gold
Campaign BIG Award - Silver
Cannes Lions
Cannes Lions - Bronze
Cannes Lions - Gold
Caples DM Award
Creative Circle Award - Gold
Eurobest Award Shortlist
Gold Shark Award
New York Ad Festival - Third Prize
silver shark award
Back to We Are David Bailey project
Malcolm Poynton
Global Chief Creative Officer, Cheil Worldwide
United Kingdom
Andre Van Dyk
Global Design Director
South Africa
Alexandra Schott
Marketing Director
United Kingdom