Shutterstock
Category
Agency
DiMassimo Goldstein
CHALLENGE
The world does not have a great perception of the word “stock”. And Shutterstock in particular was always a second (or third) thought when it came to sourcing photography or video. Our fully integrated campaign, “It’s not stock. It’s Shutterstock.” set out to change this.
RESULTS
The combined push across print, digital display and social increased Shutterstock’s site traffic by 4.8 million and branded search by 15% YoY. The Fyrestock video became a viral sensation with over 2 million views in 2 weeks.
AWARDS
Fyrestock Video: One Show Merit; D&AD Wood Pencil Winner; Webby Winner: Social, Best Use of Video; Shorty Awards: Bronze, Audience Award; NYF Advertising Awards: Finalist; Gold Telly Winner: Branded Content General: Viral; AICP Gold, Social Video
PRESS
Fyre Festival: Over 100+ pieces of press coverage domestically and internationally from AdWeek, Wall Street Journal, DesignTaxi, Conde Nast Traveller India, Vanity Fair France, Campaign Asia, Campaign Turkey, B9 Brazil, and MMR Russia. Imgur thinks we won the Super Bowl even though our video didn’t even run during the big game. NYSE gets in on the conversation.
Stranger Things: Editor’s Choice on Creativity
Moon Landing: AdAge, The Drum
Print / Digital Display
Social Content
Social Video: Fyrestock
During the time of our campaign launch, the news was abuzz about two competing films documenting the disaster of Ja Rule & Billy McFarland’s music festival. We had already presented to the client a video concept to parody commercials using only Shutterstock footage and we realized the million dollar promo video for Fyre Festival would be a worthy example.
We cut and went live with “Fyrestock” in just a few days. And though we released it on Shutterstock’s owned channels, the video received attention on earned media, globally. We would continue to entertain and build brand awareness with additional “culture-jacking” videos.
Culture-Jacking Social
Moon-Landing
For the 50th Anniversary of the Moon Landing, we created a countdown to the day which included a ‘tribute’ video plus fun posts playing into conspiracy theories. All efforts drove to a conversion-driving landing page.
Global Banners
Our campaign was tested in 16 countries outside of the U.S., starting with animated banners. We worked with a transcreation agency to ensure the concept, copy & images worked in the different cultures.
Team
- CCO: Tom Christmann
- CD Lead: Amy Su
- CDs: Marta Ibarrondo, Paul Fix
- ACDs: Chris Martin, Trevor Hickey
- Sr. Creatives: Dan Kalmus, Katie Renfroe
