The World Press Photo Exhibition was held at Shed 11 in Wellington in June 2006. The publicity team invited 74 world leaders to the exhibition. When some of them wrote back declining the invitation, the team put their actual replies up on thirteen metrolites around Wellington for people to read. The text: “See the photos they should be seeing”. The campaign became an exhibition in itself. The promotion was reported on national television and in national press. The word of mouth aspect of the promotion is immeasurable but despite the worst winter in 30 years, attendance was 30% better than any other year – 21,479 visitors in total.
The publicity campaign was developed at Clemenger BBDO, Wellington, by executive creative director Philip Andrew, creative director/art director Mark Harricks, copywriter Srinath Mogeri, typographer Chris Chisnall, retoucher Chris Chisnall, account executives Briony Small and Linda Major.
The campaign won a Promo Lion at Cannes International Advertising Festival 2007.