This award winning work was made to Inspire brands to tag in the full potential of Instagram to make more creative and effective campaigns.
We created the TAG IN Challenge to show brands how to get the most of Instagram and then partnered with O2 Music in Germany and Chilsung Cider in South Korea to create the blueprint for how it can be done. The TAG IN Challenge gave brands three simple “rules” to get the most of Instagram, inviting them to TAG IN unexpected briefs, collaborations and tools to unlock the best of our platform.
What they made – and how they made it – became real life examples what can happen when you TAG IN Instagram.
THE CAMPAIGN WORK
Before we had our creators showing businesses how be successful on Instagram we started with a teaser campaign. The work needed to get everyones full attention and change perceptions who can be your new voice. For this campaign I also created a new design system for Instagram that was used globally.
Then we let our 10 creators go to work using their unique skills as AR artist, 3D designer, Illustrators, Music creators, Scientists, Ballet dancer, Graffiti artist etc and while posting their developments for the 3 word brief they all received from either O2 or Chilling cider. This generated hundred of posts, stories, live feeds and interactions with their and the brands audiences.
We then created our final adverts that ran globally. First out was INES ALPHA and MARSHALLXYZ that released a new K-pop song (music video here) with an AR filter that reflected their 3 word brief SPICY LOVES CHILL. After that many more collaborations followed.
This was just a few of the submissions we also saw the first AR filter music launch for a new track by Kelvin Colt. A manga series with IG reaction stickers for spicy food and a experimental 3D world for a spicy and cold drink experience.
