Kahlúa: Zero Likes Given by Droga5

Agency: Droga5
Client: Kahlúa
Date: Jul 2019
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Kahlúa and Droga5 have teamed up with actor Jackie Cruz to create the 'Zero Likes Given'exhibition in New York, a call for people to take likes less seriously by celebrating zero-liked instagram photography.

It is focused on the insight that we could all be much happier if we spent more time living in the moment instead of letting the pressure of social media likes get us down. This insight is reinforced by the actions of Instagram, which is currently testing the reduction in visibility of like counts to anyone other than the profile owner, so people feel less pressure to compete for likes and validation from other users

The exhibition will also reveal the first ever photograph uploaded to Instagram to receive zero likes (from October 2010). It has been curated by activist and Orange Is The New Black actress Jackie Cruz to launch Kahlúa’s new ‘Unserious coffee’ brand platform.

Droga5 London has also created an online version of the exhibition scheduled to run on Instagram Stories for global visibility. The exhibition runs on 24-27 July at 198 Allen Street on New York’s Lower East Side.


Chief Creative Officer David Kolbusz

Creative Directors Dan Morris and Charlene Chandrasekaran

Creative team Teddy Souter and Frazer Price

Senior Account Director Jonny Price

Account Manager Amy Emerson

Strategy Alex Zamora, Searsha Sadek

Agency Producer Katy Hall

Design Chris Chapman, Stephanie McArdle

Film production Christos Mavridis, Droga5

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Added 26 February 2020
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