DO WHATEVER IT TAKES

ASK
HOW DO YOU ENCOURAGE ENTRIES TO A NEW GLOBAL PHOTOGRAPHY AWARDS?
Hamdan International Photography Award (HIPA) was established in 2011 under the patronage of Sheikh Hamdan bin Mohammed Al Maktoum, Crown Prince of Dubai. Open to anyone, it offers the largest total prize money of any photography award.

In 2015, M&C Saatchi were appointed to encourage entries to the competition, launching the 2015/16 competition at the 2014/15 awards ceremony with an inspiring TVC.

BRUTAL SIMPLICITY OF THOUGHT
We decided to celebrate the photographer, not the photograph, and the extreme lengths that some photographers will go to in pursuit of the perfect shot.
Our ‘Do Whatever It Takes’ TVC positioned HIPA as the competition that rewards the most dedicated of photographers, inspiring photographers to pursue their craft and enter their results into the awards that really understands their passion and their drive.

IMPACT
In its first year, the awards were inundated with entries and became a global success. HIPA has continued to run each year and has gone from strength to strength. It is now recognised as one of the best photography awards in the world. Our campaign continues to run each year.

Client: HIPA
Office: Abu Dhabi
Year: 2014