Arkaden is a shopping mall in the centre of Gothenburg, Sweden. To increase their digital presence and to engage with their customers, they developed an online action based on the insight that their target audience loves to take pictures and create their own content.
So the team at Arkaden decided let go of the controls and let their customers shoot the fall campaign. One lucky winner was elected for her picture, which was then published in newspapers and outdoor ads.
Writing about this project also reminded me of the online photo casting done by Playboy Magazine in March 2010. Check that out here.