Camera dead, image lives on

For Keystone, Honegger von Matt rewrites the operating instructions of camerasFor the longest-serving client, Keystone, the Zurich-based creative agency Honegger von Matt was once again allowed to design a provocative campaign in its sixth year. While the earlier concept combined surprising Keystone images with casual slogans, and last year Keystone's online division was implemented in a multi-stage campaign, this time the creators went one step further and shot the photos themselves. This is a contradiction, because with such a huge stock of almost eleven million photos, there should really be no need to reach for the camera. Using simple imagery and crude advertising hyperbole, the campaign uses four subjects to demonstrate what the final consequence of such thinking would be: cameras no longer have a raison d'être today. Almost none. Because they are fit for the future all the same. The agency presents the wide range of possible applications in a wonderfully unabashed manner, as the illustrated example of a Hasselblad-like camera exemplifies: The bristles of a toilet brush neatly find a place in its body. A feast for the eyes for all masochistically inclined amateur photographers. page 14