Execution

In early November six giant models of every day objects; a pigeon, a Royal Mail post box, a park bench, a crumpled coffee cup, a conker and a traffic cone appeared overnight in six major UK cities.

Locations in London, Bristol, Birmingham, Manchester, Leeds and Edinburgh were chosen due to their high footfall and proceedings kicked off with a series of regional photo-calls around each installation while two shots were prioritised for a national release; the London image of a giant pigeon and Edinburgh’s oversize conker.

The team got busy selling in the different pictures to both national and regional targets, while a comprehensive online campaign saw the photos seeded to a wide range of relevant websites. National and regional sites were targeted, as well as relevant photography blogs, quirky news sites, and entertainment and lifestyle outlets.

Once we had completed our photography and a full scale national and regional sell in, the models were discreetly branded with Panasonic’s 8x Life banner encouraging people to partake in a Facebook photography competition to win a trip to the Winter Olympics in Vancouver. The prize would be given to the best photograph that played with our concepts of perspective. To add credibility to the competition we brought Alistair Allan, Digital Director of Dazed Digital, on board as guest-judge.

In addition we undertook a Twitter seeding campaign, encouraging our media contacts to post the pics to their own Twitter feeds, in particular regional and photography journalists.