«An example of creative advertising is what Olivetti did to the ‘Valentine,’ a new portable typewriter. In this case the client company gave the ‘Valentine’ to a number of photographers and told them, “Do whatever you want, photograph the typewriter freely and come back with the material”. The photographers took their photographs, delivered them, and then the photographs were published, as they were taken, on certain advertising brochures».
Calogero Cascio