Case study: “Steal my photograph!” campaign

These are the series of art projects of the photographer Lukas Renlund in Copenhagen. The reason I post it here is because it provides a lot of inspiration of an interactive campaign that would make people share virally. In another way, it is a marketing activity for Lukas’s photography itself.

The project is named “Steal My Photograph!” which began in Copenhagen, then moved to Barcelona and London. Passers by are invited to steal his work by sharing their visual identity in return. After that, they are told to take a photo of the stolen art in its new setting and email it to Lukas. In each city, the method for catching that visual identity is different as you will understand after watching these clips.

Copenhagen, August 2012

Barcelona, July 2013

London, October 2013

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