Project: Orange – The World’s Most Tagged Photo (Glasto Tag)
Role: PR Manager, Orange UK

At a time when social platforms were still defining how people interacted with content, Glastonbury presented an opportunity to create something people wouldn’t just view — but actively participate in.

Insight
People don’t engage with content at scale unless they can see themselves in it — literally or emotionally.

Idea
Turn a single moment at Glastonbury into a participatory experience by creating the world’s most taggable image — one that thousands of people could find themselves in and share.

Approach
Working with Poke London, we delivered a technically ambitious and socially native activation:

• Captured and stitched together 36 high-resolution images into a 1.3 gigapixel photograph

• Featured over 70,000 festival-goers in a single, zoomable image

• Enabled users to locate and tag themselves directly via Facebook

• Extended engagement through “Where’s Welly?” — a gamified layer encouraging repeat interaction

The experience transformed a static image into a mass participation mechanic.

Impact

• Broke the Guinness World Record for ‘Most Tagged Photo’ within hours

• Generated 8,000+ tags and widespread social sharing

• Secured coverage across 100+ outlets including The Guardian, Mashable, and The Next Web

• Recognised by Contagious as a standout example of the industry’s “golden age”

The campaign demonstrated that when people become part of the content, they become its distribution engine.