Hidden Truth
Corbis/Latin Stock
Issue 31 | June 2014
Agency
Cheil Spain
Creative Team
Executive Creative Director: Paulo Areas Creative Director: Alvaro Rodriguez Creative Director: Ricardo de Santiago Innovative Creative: Isaac Maroto Innovative Creative: Jose Venditti Creative technologist: Roberto Torres
Production Team
Creative Value
Date
December 2013
Background
With the evolution on communication and the easier access to online images to the general user, Latin Stock and Corbis wanted to reach both, editorial and creative targets, and highlight the unlimited possibilities that only Corbis/LatinStock images could offer. To do so, they need to prove that their product was better than a regular web picture, and that this difference can be noticed on the final result of an editorial or creative work.
Idea
The solution was to develop a special code, capable of encrypting content inside the photos, and therefore, adding more significant content to a downloaded image. This code was able to hide audio, video, or any other information "inside" the LatinStock images.
The launch of this new format was a campaign about domestic violence in Spain, where user could find out what happens inside Spanish homes pictures and react to it. The theme of the campaign was meant to generate conversation, not only about the violence, but also about the innovative way of "entering" an image.
Instead of creating only a campaign, the agency looked inside the clients product, to see how they could deliver a better solution to the consumer. We didn´t only say that our client had images with better content, but actually deliver this better content, so the consumer understand the difference from a regular image and the real value behind a real image.
Results
The campaign was meant to reach an editorial target and creative fields ins Spain, and position the brand back into target´s mind. The number of image downloads during the campaign went up more than 300% but more importantly, it generated a huge media coverage, discussing not only the polemic campaign theme, but specially the innovation and originality on the new format, and all the possibilities it could bring to that image bank business. The client is already encrypting Geographical and historical references on their images, as well as photographers outputs and extra content, and therefore, increasing interest on their product.