‘Instabae’ was a big buzzword in Korea. This popular trend was also connected to a fear that stopped many people from exploring their true interests or expressing themselves. Aligning with the global brand platform Yours to Make, we showed Koreans that it’s ok to like whatever it is that interests you. The campaign uses clever wordplay; Just-because-I-like-it-gram sounds just like Instagram in Korean.
We partnered with culture makers made famous for a specific talent to fearlessly share something different – an unexpected or unshared interest or passion. These stories were shared across the country, showing Koreans previously intimidated by the world of instabae content, that Instagram was exactly the place where they could explore their interests and shape their identity. Made in partnership with our good friends at Cheil, Korea.
Country: Korea
Brand: Instagram
TVC, OOH, DOOH, digital, social