The idea is to help people chaise the right light in every travel they do. So we launched a collection of film rolls, each designed for specific countries or regions to match their unique lighting and color conditions. In addition, Iberia created a map of the world where, instead of Latitude and Longitude, it's the ISO of each region to help people get their photos right. Finally, the best photos taken with these specialized rolls were featured in the PhotoEspaña exhibition.