The ICA conceived the project 'All Tomorrow's Pictures' to showcase the quality of the Sony Ericsson K800i camera -phone in a way that synergised with the institution's remit to consider and comment on the contemporary cultural moment and celebrate the ICA's 60th anniversary. The project brief was to encapsulate the ICA's and Sony Ericsson's shared commitment to innovation and the future. ICA worked with Sony Ericsson to create a campaign calling for a 60th contributor to the ICA anniversary event by calling for entries to an online photo competition.

To use a ubiquitous technology to create a genuinely significant cultural moment - and in doing so establish the creative credentials of the phone to the ICA's opinion-forming audience while allowing a more mainstream Sony Ericsson user to engage with the project.

The ICA brought together 59 cultural figures from every sphere of the arts and beyond, including Bloc Party, Peter Blake, Christopher Kane, Alison Goldfrapp and Helena Christensen. A 60th contributor was chosen from a public competition launched via The Independent (media partner) calling for entries to an online gallery. The contributor brief called for each to take a photo that captured the essence of Tomorrow. Filmed interviews with key contributors were hosted online and screened in cinemas nationwide.

ATP achieved over £1M EAV in only 3 months including 2 dps features in The Independent, all mentioning the Sony Ericsson/ICA collaboration, and often mentioning the specific handset. The 6-week competition drew 290,000 unique users to the site over the project duration. An exhibition at the ICA and print auction took camera-phone images to a new level of artistic credibility selling for £45,000. A branded hardback book of the photographs added longevity to the project. It was used for competitions, placed in goody bags at the VIP launch and sold via leading retailers.

The first key learning was that it is possible to amplify a credible idea within mainstream media if constructed correctly. Second, that public competition is hugely valuable for editorial buy-in. Third, that specific products can be promoted through indirect creative projects if integrated correctly - for 'All Tomorrow's Pictures', many competition entries would not be taken on Sony Ericsson phones, but that does not negatively impact the brand results for the sponsor.