Samsung - We are David Bailey

We recruited 143 guys called David Bailey, but none of them was the famous photographer.

Case Study 


NX was a new range of smart cameras by Samsung. Almost-pro devices with DSLR quality sensors, a wide range of interchangeable lenses and Wi-Fi functionality built in to meet any shooting challenge. 

Our campaign was a product demo based on a very simple fact: You don't need to be a professional to take great photographs. 

We decided to give 1.000 NX Cameras to everyday people from all over Britain and we let them shoot the campaign ads for us. All of these guys had something in common: They were all called David Bailey, but none of them was the famous photographer. 

The Event

TV Commercial

One of the many Masterclasses on Youtube


We began searching for David Baileys through print, banner, and milk carton advertising. 143 were gathered in an event where we gave them cameras and sent them out to take photos.

Analysts, teachers, plumbers... all named David Bailey, created beautiful shots that were seen online, in newspapers, London Underground escalator galleries, and digital outdoor displays.

This proved how with the NX anyone could shoot like a pro. 

Then a TV ad was created, driving people to Facebook, the hub for their photographs. Our Baileys also created some series of Photography 'Master classes' for YouTube. 

A Secret David Bailey auction was held, with one print contributed from the famous David Bailey. Identifying which one wasn't easy given the quality on show.

Store managers were sent a coffee table photography book, 'The Book of Baileys,' and top bloggers were given signed prints.

Their responses in social media drove still more traffic to our Facebook hub, contributing to 13,000 applications from people wanting to become Honorary David Baileys by simply saying 'I'm David Bailey' when we called them by surprise on the phone.

Our Bailey's photographs became famous, appearing online, in print ads and on the big screen in Piccadilly Circus.

Plus, most important, NX cameras sold out in all major retailers in 11 weeks.




Let me tell you a secret: I'd never heard about David Bailey before we came up with this idea. As this was my first freelance job abroad, my English and my knowledge of the British culture were quite limited. Fortunately my patient partner Chris and me shared a great appetite for thinking big. That was the key that made the magic happen. 


  • CANNES LIONS:  Gold x1,  Bronze x2,  Shortlist x1 

  • CREATIVE CIRCLE UK:  Best digital campaign x1

  • EUROBEST:  Gold x1,  Silver x3,  Bronze x1

  • CAPLES: Silver x3, Bronze x1


  • MAA BEST AWARDS:  Best of the Best x1,  Best x3

  • KINSALE SHARK: Gold x2, Silver x2


  • At Cheil London
  • July/August 2012
  • As Freelance Creative Director 
  • With Chris Lawson (AD), Logan Wilmont & Patrick Collister (ECDs) and Daniele Fiandaca (HOI)