Photos of Instagram

339	Pieces of Coverage
10,391	Facebook Engagements
173,000	Visits

Recreating a hit

Photoworld is a printing service that turns your photographs into picture books, framed prints, desk ornaments and other physical products. They believe your photos and memories deserve to live somewhere better than your phone.

During the ideation process, I always like to look at other campaigns to see if I can take any inspiration. On this occasion, it was actually one of our own campaigns that jumped out at me.

It was an interactive graphic that showed how many records could fit on an iPod. When you clicked on the image, the animation would scroll for 25 seconds, quickly flying through a stack of 3,180 albums.

Something like that could work, I thought.

The iPod graphic was turning digital media (music) into its physical counterpar, which is exactly what Photoworld was doing with photography.

But what should it be exactly? How many photos…?

What would people want to know?

I turned to Google Suggest.

And there it was.

How many photos… are uploaded to Instagram.

Perfect.

I did a quick search to see if anyone had done anything insightful or engaging on the topic. They hadn’t. So here’s what we did….

If you printed off all the photos uploaded to Instagram each year, and stacked them in a pile, how far would they reach?

When you click on the button, you’re whisked away, via an animated auto-scrolling effect, taking you upwards on a journey to the top of this ridiculously large stack of photos.

To give you a sense of the scale, the pile of photos goes way beyond the top of Mount Everest…