27,613 photos submitted
FIAT USA saw mobile photography and Instagram as an emerging hub for creative, active people. This was just the audience they wanted to reach with a campaign for their newest offering, the FIAT 500L.
FIAT USA asked the #JJ COMMUNITY to partner with them on an a historical event. The #JJ team planned a road trip event, called the Open Road Challenge.
Chicago to New York in five days with additional stops in Detroit, Pittsburg and Washington D.C.. In each city we held local photowalks and meet ups to interact, teach and create with hundreds of participants.
During the five day road trip, the worldwide audience was invited to participate in a themed photo contest. Over 27,000 images were submitted and one winner received a new FIAT 500L of their own.
The response from the community was so epic that FIAT asked us to do it again on the American west coast six months later.