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How do you get people to go to a photography exhibition?
We started by inviting 72 world leaders.
World Press Photo exhibition featured over 200 photographs that highlighted the important events of the year.
To publicise the event, we invited people who really ought to be seeing the photos. The world leaders.
In many ways, they were responsible for these photographs.
Of course, all of them wrote back declining our invitation.
These rejection letters were used in the outdoor campaign, becoming an exhibition in themselves.
GOLD INTEGRATED LION, GOLD PROMO LION, BRONZE CLIO (INTEGRATED CAMPAIGN), D&AD (IN BOOK), ONE SHOW MERIT AWARD
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