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PhotoWorks reinvents itself from a mail-in photo processor to an online photo service in a print and TV effort. Bozell, Seattle, created the $10 million campaign, themed "Picture what's next." One spread (above) offers the consumer a free private page for pictures on the PhotoWorks.com site, a welcome feature in case the original photo disappears. Copywriter: Mary Knight. Art director: Tom Scherer.
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