ABOUT

With his erratic hair, colourful language and contentious antics, Boris Johnson has built a powerful political brand that’s taken him to the top of British politics. The only thing this brand was missing was – a set of brand guidelines.

Getty Images saw the opportunity to hijack the news cycle the day Boris became Prime Minister by launching a satirical set of brand guidelines called “BORIS: THE BRAND”.

The well-timed brand guidelines flipped preconceptions of Getty Images from being a sleepy traditional stock library to one with its finger on the pulse of current events. The effort enabled Getty Images to become part of the cultural conversation, showcasing the power of their up-to-the-minute imagery.

The brand guidelines were so thorough and precise, many news outlets thought they were real. In fact, every time Boris Johnson enters the news cycle, the BORIS: THE BRAND guidelines pop to the top of search results. With no media buy, and limited production budget, BORIS: THE BRAND drove +26m media impressions.