guardian

The Sony team has been at it again … this time celebrating the Day of the Dead with a Sony RX 100 III

Challenged to come up with something that would generate national news for a camera, we were scratching our heads a bit.

Then the grand plan was cooked up to make the Sony Cybershot RX100III the talk of the town.

So we sent three of our favourite journalists – from GQ, Wired and PA – out to Mexico with renowned street photographer Antonio Olmos to learn about street snapping during the Day of the Dead.

So far, so humdrum.

But then we pulled the real trick of the whole gig as we’ve been selling in Antonio’s shots of the whole experience to land some awesome national coverage …

First up, the lead story In Pictures on The Guardian’s homepage (as above, captured for posterity), with this story. Then it made the Independent with messaging that was more than a little spot on.

And we’ve done the same with the rest, scooping the Daily Mail, Daily Mirror and HuffPo Pics of the Day (twice).

Alongside a Pocket-Lint headline we couldn’t have written better ourselves, a write-up on PB , Amateur Photographer and belters on Digital Spy and AskMen.

With plenty more in the pipeline, it’s been a cracking day in the land of Hope&Glory.

Mixquic's Day of the Dead

Mixquic's Day of the Dead

Mixquic's Day of the Dead

Mixquic's Day of the Dead

Day of the Dead

Day of the Dead

Day of the Dead

Mixquic's Day of the Dead