Untamed
Mercedes-BenzInsight
How do you measure uniqueness in social media for a unique car launch? Never before have as many people aimed for individuality as today. But how can you stand out of the crowd if everybody wants to be special?
Idea
Untamed is the first photo exhibition that autonomously curates itself and makes it possible to actually measure uniqueness in social media. Digitally fueled with the most extraordinary Instagram photos from around the world and inspired by the new Mercedes-Benz CLA, our proprietary algorithm analyzed several characteristics of each photo — such as colors, contrast and composition — to calculate the Untamed Score: a value which indicates how strongly the image is differentiated from the mass.In a specially constructed gallery space in Paris, the most outstanding photos were projected in real time to an international audience. The higher the Untamed Score, the more prominently the image was featured and shaped the entire exhibition.
Impact
The campaign was received as a genuine art project and featured over 100,000 submitted and selected photos during the exhibition in Paris. Untamed earned massive global media coverage, got an extended feature on ‘Think with Google’, received awards from the FWA, Awwwards and the Art Directors Club, and an exclusive interview in Page Magazine. The digital-experiential idea forms the core of the campaign for the new Mercedes-Benz CLA and was accompanied by broadcast, print and outdoor communication.
“Jung von Matt makes Instagram cool again with their ‘Untamed’ campaign for Mercedes-Benz.”
“Untamed is a digital photo installation of a special kind and anything but average.”
“Overwhelming response to Mercedes-Benz Untamed.”
“Mercedes-Benz Untamed brings Instagram entries to an impressive digital installation.”
“A digital photo installation and an Instagram exhibition that shows how distinctive you really are.”