Metro Case study Metro: No Pictures by TBWA\ Copenhagen

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Metro: No Pictures

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Industry Newspapers
Media Case study
Market Denmark
Agency TBWA\ Copenhagen
Creative Director Tom Olsen
Released May 2013

Credits & Description

Media: Print
Media: Media
Agency: TBWA
Brand: Metro
Geo: Europe, Denmark
In November 2012, Metro readers were surprised to find their familiar (and favorite!) newspaper was completely without photos. Word quickly spread across social media that Metro had screwed up – a huge mistake. But of course: This was no mistake. The ad agency TBWA Copenhagen had been tasked with developing a sticky campaign for the world’s biggest photo competition: Metro Photo Challenge. This “No Picture Edition” paid tribute to pictures by proving how much we miss them when they are not there. This innovative campaign — together with a new platform and a fantastic photo expedition as a prize for the winners — proved highly successful as the Metro Photo Challenge 2012 received buzz on social media worldwide, which resulted in a 377% increase in participants, a 139% increase in visitors and 139% more photos. It was the sixth time the competition ran worldwide, and the results were better than ever before.
Advertising Agency: TBWA, Copenhagen, Denmark
Creative Director: Tom Olsen