Around four months back in May, Aday.org initiated by the Swedish non-profit foundation Expressions of Humankind had asked people around the world to pick up their camera and photograph daily life. The aim was to allow common people to share their creative expressions and experience global creative perspectives.
The highlight of this project was to put up the largest photography exhibition in the world and reach a global audience. What better medium could do this but digital. Aegis Media and it digital OOH arm Posterscope was roped in to put this exhibition on digital screens across the world.
The response to the project, supported by leading public figures like Archbishop Desmond Tutu, Sir Richard Branson and Jan Eliasson (Deputy Secretary General of the United Nations), was phenomenal. More than 100,000 photos from 165 countries were submitted in this unique project that reflects how we lead our everyday lives in 2012.
On October 8th, 2012, the second phase of the project was initiated. 45 of the best photographs taken were shown around the world in the largest photography exhibition ever staged – reaching an estimated worldwide audience of 46 million over a period of 48 hours. This global synchronised exhibition was kicked off on the farthest easterly screen in Sydney, Australia and travelled across the world until it reached the most westerly screen in the USA.
To make this possible Posterscope worked with 284 digital networks and 73 media partners to transmit the remarkable images to over 85,000 screens across all the major continents. In all, over 2,700 individual pieces of copy were used. Talking about his experience during the China showcase, Ben Milne, MD Posterscope China said, “We are delighted to have been involved in this amazing project, which showcases the power and scale of digital OOH in China. We are also thankful for the response from our media partners which have made A Day a hard to miss initiative across the main cities in China”. Digital Inventory included the iconic ABC Screen in New York’s Times Square, the Media Wall in Liverpool- Europe’s largest commercial screen, as well as the Harmon Corner digital screen in Las Vegas – the world’s largest full motion LED screen.