NOT EVEN OUR COMPETITORS COULD RESIST TO THESE ARUBA IMAGES
Aruba is a tiny touristic destination in the middle of the Caribbean surrounded by lots of other countries that compete to be the best choice for the perfect holidays. To prove that our beaches are more attractive than our competitors’, we decided to run a little experiment: we invited an international photographer to take photos of the most beautiful spots in the island. Afterwards, the photos were uploaded to the major image banks in the world as royalty-free images, tempting our competitors to use them as if they were theirs. Once they started to download and use our images, we just needed to contextualize their actions into an integrated campaign composed of print ads, posters, social media posts, and a Youtube video that showed the rest of the world what we already knew: that the most beautiful beaches in the world are actually ours. At least 12 countries around the world have chosen to use photos of Aruba beaches instead of their own, hereby proving that when their beauty is not enough, they use ours.
D&AD - Wood Pencil PR / Creative Use of Media,
Cannes Lions - PR / Shortlist,
Wave Festival - SILVER PR
Aruba is a tiny touristic destination in the middle of the Caribbean surrounded by lots of other countries that compete to be the best choice for the perfect holidays. To prove that our beaches are more attractive than our competitors’, we decided to run a little experiment: we invited an international photographer to take photos of the most beautiful spots in the island. Afterwards, the photos were uploaded to the major image banks in the world as royalty-free images, tempting our competitors to use them as if they were theirs.Once they started to download and use our images, we just needed to contextualize their actions into an integrated campaign composed of print ads, posters, social media posts, and a Youtube video that showed the rest of the world what we already knew: that the most beautiful beaches in the world are actually ours. At least 12 countries around the world have chosen to use photos of Aruba beaches instead of their own, hereby proving that when their beauty is not enough, they use ours.
