Where would you go and what subject would you choose if you had one last chance to take a photo? This is the hard question Ikea asks as part of a photography challenge. The company created an app that allows you to take just one, instant, unretouched photo #fotomagic
DDB Brussels agency designed the app for Ikea in order to promote their 2016 Art Collection, made from 11 posters that feature works from a selected number of professional photographers. In order to highlight the importance of vision in photography, their app Klikk invites you to take one pic and submit it in a contest with the reward of having it printed as the 12th poster of the collection. This poster will also be seen on Ikea.be where 1000 clients will be able to order it for free.
Granted, Ikea doesn’t offer a financial reward, but we guess the winner will find personal satisfaction in the fact that 1000 homes will feature his work, unaltered by filters and other digital tools.
Klikk app may also serve as a reminder that quick Instagram posts, overly retouched, can sometimes be confused with original shots and photography can be seen as a fast-consuming art. The truth is professional photographers spend hours perfecting their technique, choosing lights and learning the craft; Millenials should reflect on that.
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