Getty Images direct mail campaign

Disposable cameras are all the rage at weddings, often providing hilarious and highly original mementoes of the day that are a world away from the static, official pictures. So imagine the shots you'd get from a creative with a good eye.

Getty Images Singapore mailed 700 disposable cameras to a target audience of creative professionals in Singapore, Thailand and Hong Kong as part of ‘The Random Camera Project’, and invited each one to take pictures of anything they wanted and return it to Getty for processing.

However, instead of mailing the photos to the original photographer, they were jumbled up, and recipients got someone else’s shots. The idea was that they would be able to see the world through someone else’s eyes and be inspired. All of the final images were uploaded onto a public website (gimages-sea.com/random) for sharing and viewing.

The aim of the campaign, the brainchild of Ogilvy RedCard Singapore, was to highlight the range of services Getty Images now offered, including audio and video footage. Not only did the cameras make their way as far afield as New York, but Getty got so many extra requests for cameras that it ran out of free cameras.