Client: Getty Images
New York Festival: Gold / Bronze (Digital, Public Relations)
Addys Awards: Gold / Silver x 2 (Ambient Media, Digital, Online Interactive)
Creativity Awards: Platinum / Gold / Bronze (Online Advertising, Ambient, Artificial Intelligence)
ADC Awards: Merit x 4 (Digital, Online Communication, Innovation, Direct)
Adstars International Awards: Crystal (Innovation)
Instructor: Thomas Shim Creative: Bowook Yoon, Ha Jung Song
Non-government organizations spend up to 20% of their total donated funds in advertising.
However, Minor NGOs can’t afford to do that. Which limits their exposure and donations recieved.
To let minor NGOs get the exposure they desperately need without spending any fortune,
Getty Images introduces GettyGood as a solution.
It starts by utilizing image recognition tech to match different minor NGOs to appropriate Getty Images.
Then, the generic watermark you see on all unpurchased Getty Images
will be replaced with the logos of the minor NGOs accompanied with an appropriate call-to-action.
Regenerated images will not only appear on Gettyimages.com but all over Google image search results.
To take this further, when the user purchases an image, they will be given an option to donate to the specific NGO.
GettyGood will provide abundant exposure for minor NGOs in need
so they can use their funds only for their primary purpose.