When Samsung launched the NX300 they asked us to raise awareness in social channels for a tech savvy audience.
We asked Britain’s most famous photographer David Bailey and nine of his namesakes to capture their interpretation of ‘speed’ using the NX300. Their photos were selected, signed, printed, and framed for an eBay auction like no other: ‘The Secret David Bailey Auction.'
Beautiful snapshots of ‘speed’ went on sale without buyers knowing which one was shot by the famous David Bailey. We fuelled speculation and buzz through Samsung's digital channels: Facebook, Twitter, ebays front page, digital display etc... A huge debate blew up on Twitter and encouraged photography lovers to bid on the Bailey prints, knowing that there was a chance they could be picking a real David Bailey.
We supported the online auction with a star-studded live auction, £70,000 was raised and all proceeds went to Marie Curie.