This is clever, fun, on-point and interactive in the right sense of the word. 

#theVELUXpose is an interactive installation for VELUX set in the streets of Copenhagen.

VELUX specializes in roof windows and our brief was to inspire young urban citizens to see the roof as an opportunity space and something to aspire to.

Our goal was to connect the digital generation and VELUX.

As a symbol, we used the posture people have when looking through these roof windows, which is looking up at an angle of 125º. We brought this experience from the roof, down down to the streets and used Instagram as a way to get people excited and involved.

We put an iPhone in a box with a frame that has VELUX written on it so that it would come up as the border in the image.

We hacked together a really long handsfree kit cable so that we could trigger the camera from far. The image gets synced with an iPad for participants to upload their image to Instagram with their own filter.

Source: vimeo.com