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2019 One Show - Social Media

Fyrestock by Shutterstock

Agency Shutterstock / New York + DiMassimo Goldstein / New York

Client Shutterstock
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Annual ID

OS_SM19043M

About the Work

On January 9th, 2019, Shutterstock launched a new global ad campaign, "It's Not Stock, It's Shutterstock." Our goal is to grab the creative community's attention with engaging content and change their perception of stock imagery and what it can do. When the competing documentaries on Hulu and Netflix reignited the conversation about the infamous Fyre Festival, which was hyped using social media and influencers, we saw it as the perfect opportunity to quickly hijack the conversation in a fun and lighthearted way. We recreated the original high-budget promo shoot for the festival with the models, yachts, and swimming pigs you can find on Shutterstock footage. We did it in one day with just over $2,000 in stock footage. We launched the Fyrestock video on Shutterstock's social channels on January 29th. It was embraced by the creative community and we saw over 2 million views in the first week.