Untamed

Mercedes-Benz


A campaign as an art project that actually measures uniqueness in social media.
—— Social / Experiental Campaign for Jung von Matt





Insight
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 30,000 photos during the exhibition in Paris. Untamed got an extended feature on "Think with Google", received awards from the FWA and the Art Director Club, and got me an interview in Page Magazine.

The digital-experiential idea forms the core of the campaign for the new Mercedes-Benz CLA and was accompanied by tv, print and outdoor communication.

Think with Google
AdWeek
AdAge
Design Made In Germany
FWA
Page Magazine
Art Directors ClubStyle Noir
High Snobiety