I had come to know about this event org by Fuji Film, USS & RWS. They want to create a world largest photo album with photos from RWS, needless to say, to beat the Guinness Book of World Records set by a japanese photog back in 2008.
This is Fuji's site site.
Some info on the Japanese photo's record
I remeber before this japanese lady, another photo (cant remember from where) held the record with photos from Butan (iirc), but cant find the link.