Back in 2012 most of the world thought Facebook’s Mark Zuckerberg had lost his marbles when he agreed to pay $1bn for Instagram, which then had no revenue. Facebook shareholders did too because the actual price was $715m as the stock fell.
Now Instagram is a big leg of Zuckerberg’s bid to control the online video world and newly-appointed global creative agency Wieden+Kennedy Amsterdam is doing its bit with a campaign running in Germany, Italy and the US promoting Instagram’s Story platform, on which you can share photos and videos.
There are also 26 online films.
Instagram ECD Bekah Sirrine says: “We intentionally mirrored the experience of Instagram Stories itself, so all of the executions were short, fun, and surprising. We didn’t take ourselves too seriously because that’s what connecting with friends on Instagram is all about.”
W+K Amsterdam creative director Thierry Albert says: “Instagram is one of the most loved brands in the world and it’s their first global campaign. In a world full of hyper-stylised communications, it felt fresh to shoot the campaign on iPhones and only using the Stories features. No cheats. No tricks. Anyone can do what we did in the campaign. All you need is the Instagram app.”
Did the world need Instagram?
Apparently it now has more followers than Twitter so I guess it did.
This one? Fun and intelligent, as you’d expect.
MAA creative scale: 7.5.