For far too many people, seeing the Likes add up on their social media posts determines whether they feel good or bad about themselves.
There is growing understanding that this is turning into a serious problem, especially for younger people. For Kahlúa and Droga5 London, that translates into the insight that people could be much happier if they spent more time living in the moment instead of letting the pressure of social media likes get them down. This insight is reinforced by the actions of Instagram, which is currently testing the reduction of visible like counts to anyone other than the profile owner, so people feel less pressure to compete for likes and validation from other users.
To make their point and help people to regain perspective, Kahlúa and Droga5 have teamed up with activist and Orange Is The New Black actress, 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.
The exhibition will also reveal the first ever photograph uploaded to Instagram to receive 0 likes (from October 2010). The exhibition has been curated by 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 physical exhibition runs on July 24 – 27 at 198 Allen Street on New York’s Lower East Side.
Giancarlo Martins, Kahlúa global communications lead, commented, “Life has become too serious, with social media showing an artificially perfect view of life. Even coffee and cocktails are now required to be picture-perfect. We at Kahlúa embody the fun side of coffee, so we’re taking likes less seriously in the spirit of our own brand and providing a call to action for our target audience to do the same – we want consumers to enjoy the moment more than they enjoy garnering likes.”
David Kolbusz, chief creative officer at Droga5 London, added, “Social Media puts pressure on people to record their picture-perfect lives for posterity, but in doing so we often forget to live in the moment. This exhibition reminds us that life is but a collection of mistakes, perfection is an illusion, and that in itself is an immeasurable source of joy.”
Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Creative Directors: Dan Morris & Charlene Chandrasekaran
Creative Team: Teddy Souter & 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