Audi encouraged people to go further than ever before to ensure unique Instagram photos.
Today we tend to take the same pictures of the same objects from the same places. Audi wanted to challenge this and at the same time promote quattro, their powerful four-wheel drive. That’s why they created Catch the Unseen. A first of its kind photo competition where people were challenged to take the photo furthest away from any other photo.
By connecting a custom made algorithm to Instagram, Audi were able to collect the metadata and map all the geo tagged Instagram photos that’s ever been shot. By uploading a photo with #CatchTheUnseen and @AudiSweden, the algorithm could find the nearest geotagged photo and reveal the distance to it. The winner was the one with the furthest distance.
The campaign became popular among Instagram photographers which helped Audi reach more than 500 000 Instagram users, and the winner had over 13 kilometres to the nearest photo and got his hands on a brand new Audi Q7.
Creative Credits:
Advertising Agency: Åkestam Holst
Creative Director – Andreas Ullenius
Art Director – Michal Sitkiewicz
Art Director – Eva Wallmark
Copywriter – Rickard Beskow
Business Director – Tom Hedström
Producer – Johan Eklund
Account Manager – Jennie Strinnhed & Mirja Hjelm
Planner – Jerker Winter
Web Developer – Kalle Peterz
Motion Director – Nisse Axman & Eric Karlsson
Graphic Designer – Torbjörn Krantz
Production companies:
Photo & Film – C2 with photographer Petrus Olsson.
Web production – More