Instagram is putting self-discovery at the heart of its new campaign titled ‘Yours To Make’. The spot, created by New York-based ad agency Johannes Leonardo alongside Facebook’s in-house shop Creative X, sees a group of young people exploring an expansive space that seems to represent the Instagram universe and all its features.
The short video highlights how the app’s users can lean into creative expression and exploration online to become more in tune with who they really are – or want to be.
Finding new ways to communicate with their network on the platform helps give the youngsters in the film insight into their passions, their philosophies on life and the importance of the people around them.
In the UK, the campaign will be supported by a partnership with youth and pop culture magazine Dazed, digital out-of-home (DOOH) executions, experiential activations and a social-first content series with Channel 4’s 4Studio.
The campaign was created by Crystal Brewis, Malu Lara, Joshua Lampley and Austin Haas, and directed by Rubberband through Smuggler, with media agency Mindshare.
Instagram’s latest marketing efforts come at a difficult moment for the company, which has been making headlines after The Wall Street Journal posted findings that the Facebook-owned app has seriously negative effects on some users.