Red Bull has launched an Instagram campaign that curates users' photos and turns them into an art gallery exhibition as part of a mockumentary.
The energy drink brand turned media-cum-sports giant said the activity was the “first of its kind” to adopt Instagram to create a personalised video for users.
Users log into Instagram using the #TheShow Red Bull app which then aggregates the photos and displays them art gallery style along with a red carpet inspired video reel and a curator's critique.
Red Bull celebrity ambassadors including Olympic Skier Lindsey Vonn and Infiniti Red Bull Racing's Formula 1 driver Mark Webber also appear in the videos as part of the activity.
The end result relies a lot on how good Instagram shots are to start with (my effort had a few nice sunsets, a bunch of food shots and my parents’ cat cropped up a lot).
The mini-films created as part of #TheShow can also be shared on social networks, embedded into blogs and downloaded via desktop and mobile.
The campaign runs until 16 February.
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