Pick of the Week: Kahlua's playful exhibit takes social media less seriously

Kahlúa: no need to hit 'like'
Kahlúa: no need to hit 'like'

The brand created an art installation of Instagram photos that got zero 'likes'.

It was great timing that just as Instagram announced it was testing the removal of "likes", Kahlúa opened an exhibition of people’s least-liked photos from the platform.

The Pernod Ricard brand tapped into the growing backlash against social media and the pressure to live an Insta-perfect life, but it did so in a playful, fresh way. The free installation brought more than 1,000 people together over three days on New York’s Lower East Side to celebrate the weird, unloved and uninfluential: less latte art and mirror selfies, more creepy dolls and back of people’s heads.   

There was also an online version of the exhibition on Instagram Stories and a new #BottomNine tool that allows users to collect and share their nine least-liked images. This is fun, original work that made me smile IRL, even if I couldn’t double-tap it.

Brand Kahlúa
Title Zero likes given
Agency Droga5 London
Creatives Frazer Price and Teddy Souter

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