Every year 3.5 million Swedes choose ERV as their insurance company when they intend to travel. Honoring the trust they are given, the company decided, with the help of Deportivo agency, to create a bond between all those people by making their memory a piece of a puzzle in a photo challenge.

The photo challenge is designed as a collage, and is aiming to support amateur photographers among their consumers by pointing out that something they made is relevant and has its place in a big picture.

As Creativity-Online reports, all participants have to sign in with Instagram through ‘Semesterjakten’ (holiday hunt) site and add their own photos in order to guess what’s the city that looms behind a collage of memories. The one who guesses right will win a plane tickets to the place, and a chance to see and remember it through their own lenses.