Instagram is for the future-makers. Those who don’t follow trends, and see everyday as an opportunity, whether that’s finding a whole new interest or a new way to share their experiences and creativity. Instagram co-conspires with the community to create what’s next, actively participating in reimagining, remixing, & refashioning the culture around us. 

To help introduce Instagram’s first ever tagline— We Make Today, we created an activation that proved our campaign line true, everyday by reinforcing our new brand positioning as ‘accelerators of emerging culture’ in a big way. Over the course of a week, our Creator community expressed and interpreted 7 daily themes. We translated this content into 7 unique films which were edited, finished and trafficked in real time— capturing the cultural moments of each day. This led up to a huge digital media takeover of our anthem spots which championed 130 Creators instead of actors. The cast was extremely diverse representing different ethnicities, economic circumstances, gender identities, bodies, abilities, and interests to show the breadth & depth of the community— all making the culture of tomorrow, today. 

Instagram partnered with Ogilvy New York to help us flesh out the campaign assets and delivery.