Samsung searches for David Bailey namesakes for NX smart camera launch campaign

Created by Cheil UK, and backed by David Bailey, the campaign aims to ‘democratise photography’ showing how anyone can take great photos. The media, managed by Starcom, will run across digital and social media, press, video-on-demand, search, cinema, and TV.

David Bailey commented: “I like the campaign, the idea of having loads of Baileys all over the place taking pictures; it’s really different and funny. The camera’s a great bit of kit and I’m sure all my namesakes will love it.”

On Saturday 29 September, 200 Baileys will all come together at a training event and given a series of weekly photography assignments through a Facebook group, designed to showcase the NX1000 special features.

They will then be asked to use their cameras to capture their daily life with the resulting images used in a second wave of advertising on Facebook, as well as in the national press and online display executions. In this final phase, people who are willing to change their name to David Bailey on their Facebook page will also be eligible for recruitment.

“We know the humour and authenticity of this campaign will appeal to our audience, driving home the message that everyone can feel like a pro-photographer with an NX in their hands,” added head of brand and communications at Samsung UK and Ireland, Avikar Jolly.

Matt Pye, managing director at Cheil UK, said the agency knew “we were on to a winner when we sat down with the original David Bailey who uttered a wide range of expletives... in a positive way.”