Iconic, smart and unabashedly populist, the work of Paula Scher has entered into the American vernacular. A Letter from Paula Scher is the first in a series of short films by Rodeo for  27Letters. A worldwide campaign Rodeo devised, developed and managed for Getty Images. 

More than expected
This initiative arose from a campaign brief to drive customer registrations on gettyimages.com while also supporting Getty Images’ positioning within the creative industry. As creatives ourselves, we knew that the value exchange needed to be significantly different from the usual in order to cut through inbox clutter. It also had to resonate with our audience, fueling their own passions for creating outstanding work, delivering inspiration and generating excitement around the campaign.

Another point of view
We decided to capture real insights and real experiences from some of the leaders in global visual language. Recognising that inspiration often comes from outside one’s own industry, Rodeo negotiated with several of the world’s most iconic names from across filmmaking, fashion, advertising, art and design. Paula Scher of Pentagram was the first of these to be interviewed.

Strong result
A Letter From Paula Scher generated extensive press coverage worldwide and doubled site registrations through the 27Letters platform since its launch. Audience interest, interaction and networking were also high, contributing to the desired registration response. While its success was indisputable, the campaign’s other films were put on hold due to budget changes.