Metro Photo Challenge is the biggest and most democratic photo contest in the world. Since

2004, anyone can sign up and participate.

In 2016, the competition reached a record high in participant numbers. Soon, the challenge for

2017 could be no other than beating this mark.

To do so, it was clear that we would only achieve our goal if we reinforced the democratic

aspect of the contest.

So, from that starting point, we’ve shown that even those who didn’t own a camera could use

the newspaper itself to build their own and participate: we transformed the cover of the

Metro Newspaper’s daily print edition into a Pinhole – a camera without lenses.

In an unprecedented way, we have given a new role for one of the oldest media worldwide.

First, we turned the Metro Newspaper’s - the biggest free newspaper in Brazil - daily print

edition cover jacket into a Pinhole. We printed its mold and described its simple assembly

instructions on the news page.

Then we used the newspaper’s Facebook fanpage to invite readers and photographers to

assemble and use their cameras.

Every single newspaper distributed on the streets meant a new camera out there. And every

reader, a new photographer for the biggest photo contest in the world.

Quickly, the Camera Newspaper became the news itself and attracted a lot of attention,

reaching different audiences: from our readers to professional photographers.

By showing how the Metro Photo Challenge is as democratic as photography itself, we

encouraged new participants to sign up for the contest. In 2017, it has recorded 55,785

registrations and over 168,875 received photos.

In addition, the brand’s fanpage had a reach of 135% above the average and the engagement

on Facebook was 67% above average.