Deliverables

Product design | Branded Give-Away | Getty Images | Tourism

The Brief

With South Africa hosting the FIFA World Cup and the eyes of the world turning toward the country, Getty Images wanted to celebrate both the occasion and their own remarkable archive of South African imagery. The brief was to create something that captured the full richness and diversity of South Africa through Getty's lens, and to produce a physical piece that visitors could take home as a genuine keepsake of their experience.

The Execution

Hundreds of Getty Images photographs were carefully selected and assembled over several weeks into a large format mosaic collage, the images collectively forming the shape and exact colour bands of the South African flag. Wildlife, landscapes, sport, culture, people, cities and coastline, all represented through Getty's archive, all working together to build a single iconic symbol.

The line in the corner read simply: A world of images, in one country. The finished piece was printed and distributed to tour operators and tour guides to give to international visitors as a commemorative gift.

The Outcome

The piece served as both a brand statement for Getty Images and a tangible memento for the thousands of international visitors who experienced South Africa during the World Cup.