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Top 3 Campaign in Retail · October 2026
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Top 3 Campaign
Retail · October 2026

The Fifty: Photographers on Billboards

PR Campaign
Tuesday 29th September, 2026

VSCO is putting 50 photographers, one from each US state, on billboards in their local communities. The open call drew more than 13,500 submissions, and selected photographers will be paid and receive additional promotion—turning billboard space into a platform for local talent rather than an advert for VSCO.

Why it worked: It offered a clear, verifiable list of paid winners from 13,500 entries and a tangible offline reveal—local billboards—countering AI’s synthetic glut.

The lesson: Consider announcing a paid, state-by-state open call with public winners and a real-world showcase that visibly replaces your own ad space.

VSCO
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