The Cannes Lions International Festival of Creativity has launched their 2014 campaign in collaboration with  McCann London and photographer Max Oppenhiem to perfect the stock shot.

The campaign will run in national newspapers and trade magazines around the world from now until June. To highlight the value of attending the festival, the campaign will be featuring a collection of world-renowned creative professionals as stock photography models.

Senta Slingerland, director of brand strategy at Cannes Lions, says, “Our campaign celebrates the one thing that everyone who goes to Cannes experiences: the feeling of falling in love again with what you do for a living.”

The photographs, shot in generic office spaces in New York and London, come with the stock watermark legend: “You’ll come back as pumped as a stock photo model,” featuring terms such as “Success,” “Winning,” and “Inspired.”

On creating the photographs, Oppenhiem says, “It was a challenge to find just the right visual language to pull off this series. I was very careful to select neutral locations, styling and wardrobe to capture the generic world of stock. It helped massively that all the 'models' understood how great the idea was and threw themselves into their performances. They were pumped!”

The festival will run from 15 – 21 June in Cannes.