Mercedes Benz's New Digital Photo Installation, #Untamed

Joanna Elizabeth


Published March 4, 2013

#Untamed – Mercedes-Benz celebrates their new CLA series with a digital photo exhibition set to be revealed in Paris next month. #Untamed is a series of unique Instagram photos captured from all around the world. Creative agency Jung von Matt / Alster dreamed up the concept, with the campaign’s tagline being, “The natural enemy of the average” or “Nature’s answer to commodity.” The collection of images are created by an international gathering of art aficionados with details showing a glimpse of each participant’s real life. Each photograph earns an #Untamed score, revealing how different each individual’s style is from other participants. The final installation will showcase rotating photographs. Now, everyone is invited to create and share their own photos by using Instagram on the site

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