ERV, an insurance company in Sweden, has created a competition for Instagram users that puts their photos together to create one large picture collage. The site ‘Semesterjakten‘ (‘holiday hunt’) lets users sign in with Instagram.

They can then add their own travel photos to the crowdsourced collage and see the image of a city grow and become more recognizable. The image looks like a pixelated painting, but is comprised of hundreds of Instagram photos from different users.

They are arranged to depict a city skyline, and the competition offers the person who correctly identifies its location the chance to win a trip to that city.

Semesterjakten