The ‘Game of Tag’ Campaign is a collaboration between Instagram and Arjowiggins Creative Papers.
Instagram, unlike other social media, embraces the idea of strangers starting a conversation; these new and unpredictable creative possibilities are what Arjowiggins specialise in. In celebration of the ‘Curious’ paper range, the project centres around ‘unlikely connections’, employing both analogue and digital (two of the most unlikely partners) to bring strangers together in a game of random coincidence.
The game begins in central London, in the diverse busy epicentre of Paddington Station. The rules are simple: get tagged, tag a stranger, upload a picture to Instagram with #gameoftag. Arjowiggins can then track the progress of the tags as they are passed from person to person.
Like all the best games, this one too is competitive. Whichever of the 8 unique paper tags travelled the furthest would have its entire journey printed in a special edition ‘Curious’ paper sample book.
