Our Brief

Samsung wanted to launch its new, revolutionary GALAXY Camera around the world in a big way.

Our Idea

We recruited 32 of the most influential Instagrammers (the world’s most social photographers) and challenged them to prove that their city was the most photogenic in the world.

The Result

Our photographers have posted 396 photos to Instagram, which have collectively more than two million likes.

On Tumblr, Life’s a Photo has 110,000 visits, more than 15,000 photo shares, a dwell time of just under two minutes and 300 competition entries.