INSIGHT

We live in a world where people travel more by scrolling than walking. We like and share photos of places we have never been to, believing we have seen the world. But have we really?

EXECUTION

We used real photos of Instagram users for a series of prints to show iconic landmarks in popular destinations while the headlines contradict the obvious locations. Truth being that these are just photographs not the real destinations themselves. A direct reference to "The Treachery of Images" by René Magritte that claims a painting of a pipe is not the pipe itself but a visual representation of it.

RESULTS

Ticket sales up by 19%. Campaign of the Year at Sostav.ru – Russian equivalent of Adweek. And Russians now use #MakePhotosComeTrue while traveling.

This is not Berlin.jpeg