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Award-winning photographer and director Craig Cutler wanted a campaign that would reach existing and would-be clients on a weekly basis. His idea was to create a new project every week for a year, and he wanted suggestions for how to promote it.

I proposed we package his idea as CC52, named for his initials and the number of weeks during which the campaign would unfolds. Every Friday, his new project would be posted on his reps’ blog, always with CC52 in the headline (for example, “CC52: Duct Tape”) in order to reinforce the branding. Once a month, there would be an eblast showcasing the latest projects, with a link to see all of the CC52 projects up to that date. And at the end of the year, there would be a printed piece featuring images from CC52 and an exhibition. 

Craig faithfully created compelling new projects every week, I posted them and sent out the eblasts, and he worked with a designer to create a handsome printed piece and collaborated with the production house Industrial Color to host the exhibition/party, which featured a DJ and to which clients were invited. CC52 garnered Craig press, raised his profile (and highlighted his enormous creativity) with clients, and led to new work.