Yearly attendance to the World Press Photo Exhibition had declined owing to sombre content and the public's perception that they had seen it all before. We figured our world leaders needed to see the exhibition more than anyone. After all, their policies had directly influenced the exhibition's content. So we invited 74 of them. 13 world leaders declined and we displayed their letters in metrolites around the city. Beneath their letters was our campaign line: “See the exhibition they should be seeing.” The metrolites became an exhibition in themselves. We recorded phone calls to George Bush and other world leaders. Again our invitations were declined. We used these recordings as virals and radio ads.
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