Initiated 9 years ago in Sweden and launched globally for the first time in 2007, the Metro Photo Challenge (MPC) has become a truly credible event for professional and amateur photographers alike. Engaging over 18,5 million daily Metro readers with a fun, interactive and challenging competition.
Celebrating 9 years the ambition was to improve the quality of the photos and create a scalable project and a platform that could live longer.
Metro used the online platform, www.metrophotochallenge.com, where people could upload, share and vote for the best photos in six globally chosen categories as the main hub and the base for all communication. The platform had strong social sharing features and was built to make people stay longer and return more often. A global jury consisting of famous photographers such as Chinese photo artist Liu Bolin and Mexican photographer Alejandro Cartagena, selected the global winners among the top most voted, liked and viewed photos. The two grand winners; one chosen by the jury and one by the public, received a unique 8-day photo expedition with a social touch to Ghana in West Africa together with Metro’s partner Reach for Change. This African adventure gives the winners an incredible opportunity to document the actions of those who have committed their lives to making positive changes in their communities.
MPC 2013 started off with a newspaper edition focusing on strengthening the Universal Language – Photographs. The campaign meant that each Metro newspaper would print their front cover in a different language for one day. The Mexican Metro was printed in Russian, the Belgian in Chinese, the Ecuadorian in Swedish, and so on. The only thing the readers could understand picking up the paper was the photos – the one and only universal language everyone, everywhere can understand.
The quality of the photos in MPC 2013 surpassed expectations from past years and there were participants from 204 countries worldwide. This makes MPC, by far, the largest photography competition in the world.
The Metro Photo Challenge concept has been awarded the INMA Award Best Digital Audience Usage and Engagement 2011 and Marketing Campaign with the Best Results 2012. MPC also won four awards in the Creative Circle Awards 2012, including the grand prize as Client of the Year. Furthermore, MPC received a Silver Prize in the Communicator Awards 2013 in the category Integrated Campaign – Promotional/Branding.
Metro Photo Challenge 2013 in figures
Over 1.000.000 visits
Over 120.000 photos
Over 800.000 votes
Over 39.000 photographers
42 days of competition
4 minutes on average spent on site