Photolibrary's latest advertising effort by TBWA
\Tequila Singapore has made a splash on the global ad-award circuit. To date, the creative won metal at The Spikes, an Asia-Pacific ad-awards show, and the international One Show and Clio Awards.
Photolibrary moved its business to TBWA\Tequila Singapore late last year, briefing the new agency that advertising had to work harder for the stock company. The first three-ad print campaigns launched in December, targeted ad creatives and promoted Photolibrary's royalty-free offering across Asia, Australia and the U.S.
The next campaign will be lead by interactive creative with a strong vial component. According to Photolibrary management, TBWA\Tequila will continue to promote the stock-image brand globally.
TBWA\Tequila executive creative director Graham Kelly says the campaign's main achievement is changing its target audience's lukewarm feelings toward royalty-free stock.