Art buyers get lots of perks from stock houses: wine tastings, cupcakes, etc. But they're not the ones searching through sites for hours to find the perfect image to bring a comp to life.
It's the Art Directors.
We targeted Junior to Mid Level Art Directors in the top 50 agencies and sent them a DM package: A six-pack of branded beer reminding them to celebrate the little moments in their day and as an acknowledgment of their struggles.
We also invented and heavily and THOROUGHLY pressure tested our own highly-addictive drinking game that we also sent out. There were "brief cards" (consisting of over-used marketing buzzwords) that were thrown out in the middle, with each person throwing out an image card from their hand, then pitching how that image answered the brief. This was before anyone heard of Cards Against Humanity, so I’d like to think of us as not only creative, but functional drunk creatives.
We also created a Photoshop plugin that let's you search and pull in iStock comps straight from the interface.