For big brands that work out how to tap into their audience’s love of Instagram, the rewards can be huge. Offering people the chance to share and express themselves as part of a campaign can lead to a lot positive brand engagement as long as it’s relevant, however it’s a tricky balancing act because brands have to be careful not to seem too intrusive or exploitative. Mercedes-Benz Untamed campaign could be a textbook example of the smart way to go about utilising Instagram. People were asked to defy the ordinary and submit three of their photos they feel represent “the natural enemy of the average.” The photos are then given an 'untamed' score. The diverse range of submissions are being collected and will be on display in Paris throughout April. Much like the #WDESIGN Instagram exhibition we looked at last year, this project aims to creatively involve the customer in the branding process in new, innovative ways.