To prove how with the new NX camera anyone can shoot like a pro, we gave 1000 NX Cameras to everyday people from all over Britain and let them shoot the campaign ads for us. 

All of these 143 guys were named David Bailey, but none of them was the famous photographer.

• The search for Baileys began through print, banner, and milk carton advertising.

• 143 D.B. 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, including Samsung’s screen in Piccadilly Circus.

• A TV ad was created, driving people to Facebook, the hub for their photographs.

• The Baileys created series of Photography 'Masterclasses' 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.

• Our Facebook hub received 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.

• NX cameras sold out in all major retailers in 11 weeks.

WHY I LIKE IT

Let me tell you a secret: I'd never heard about David Bailey until I worked with Chris and Simon.

This was my first freelance job abroad, so my English and my knowledge of British culture were quite limited.

Together with the team, we came up with this campaign for Samsung on a weekend, following many days of creative blockage.

The idea was totally focused on PR and digital. In 2012 this set-up was still a hard sell, externally and internally.

Thankfully, after I left the agency, Chris, Simon, Patrick and the rest of the team managed to protect the campaign’s original form, and the final results were stunning.