Getty Images Global Brand Campaign:
Making stock imagery searches synonymous with the most moving and rich content in the world.
Working for motive, Getty Images' creative agency, it was clear that stock imagery has one inherent problem - people associate it with staged, generic and often cheesy imagery. Couple that with the influx of lesser ‘me too’ stock libraries and you start to see an erosion of Getty’s prestige and market share. Getty needed an idea that would reintroduce its audience to the breadth and depth of its world-class photography and video collections.
By employing their superior product and introducing the tag line “In search of great”, we graphically re-established Getty’s leadership position. The campaign focuses on the shared ambition of both Getty Images’ photographers and customers and extended to include TV, print, banner, interactive, experiential (at Cannes) and VR.
The result: A highly successful global brand repositioning campaign, with inexhaustible flexibility to build the brand with historical and topical work from around the world.
Creative Agency: the-motive.com
Account Director: Katherine DeTroy
Account Manager: Beth Higgins