Real time photography sharing and a team of influential Instagrammers help make Samsung Global Galaxy Camera campaign by Jam a first.
Samsung Galaxy Cameras has named Berlin as the world’s most photogenic city following a global campaign created by Engine’s digital agency Jam.
The Life’s a Photo campaign saw 32 Instagrammers from around the world go head to head to try and take the most eye-catching photos of their city.
Samsung fans were then asked to vote for their favourite photos, from which the world’s most photogenic city was determined. Berlin was chosen, and it’s new lofty status was celebrated at a special Samsung party in the city last week.
At the heart of the campaign was a bespoke Tumblr hub that was the platform to show the benefits of the brand’s new Android 3G Wi-Fi connected camera. The Instagrammers who ranged from Sydney to London, received a series of 8 shooting challenges using the different camera modes and their photos were then shared on http://samsungcamera.tumblr.com
along with other elements across social networks, branded content films and advertising.
Wayne Deakin, ECD of Jam, said: “We’ve helped the Galaxy mobile range reach record numbers and it’s shown us that brands that sit back and just market at the audience will be left behind. Brands that involve their audience will get ahead,” he said. “And Brands that have creative ideas that have social drivers at their heart but do it with proper craft and storytelling - will fucking jump ahead of all of them. We brought this approach to the connected camera work.”
Chris De Abreu, Creative Director on the campaign said, “It was a first event of its kind, championing global real time photography like never before. Life's a Photo brought together top international Instagram global stars, culminating in an amazing event in the winning city: Berlin”.
Client: Samsung Galaxy Camera
ECD: Wayne Deakin
CD: Chris de Abreu
Creative: Ben Da Costa
Creative: Luke Norton
CSO: Jamie Kenny
Planner: Helen Spencer
Art Director: Fabien Pons
Designer: June Frangue
Managing Partner: Hannah Craik
Influencer Engagement: Laura Janssen
Influencer Engagement: Gemma Glover