The iconic Italian sportswear brand Ellesse Heritage is pooling talent via photo-sharing network Instagram in its latest campaign which launches today, inviting creatives to a photo-a-day challenge.

The brand has listed a theme for each day (from 'colour' to 'nostalgia') which can be interpreted imaginatively or taken literally. The idea is that users represent each day’s theme by taking a photo which is shared on social networks Instagram and Twitter using the #CityPortraits hashtag and @ellesseheritage tag. The result will be a spectrum of personal and unique photographic portraits of city life.

The challenge is part of Ellesse Heritage’s City Portraits project which sees fashion filmmaker Konstantinos Menelaou shoot ‘day in the life’-style shorts in London, Berlin and New York.

Increasingly crowd-sourcing is becoming common practice as brands embrace collaboration and sharing, approaching users to generate more interesting and engaging content.

Check out more information here.