Mexican coffee-flavoured liqueur Kahlúa and Droga5 have linked up with actor Jackie Cruz to encourage people to take social media likes less seriously through a New York exhibition.
Zero Likes Given runs across three days next week and celebrates Instagram photography that has attracted zero amount of likes on the platform.
The event 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.
Instagram 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 validation giving the exhibition more relevance.
Jackie Cruz in Orange is the New Black
Zero Likes Given, which is being curated by Orange is the New Black’s Cruz, will reveal the first ever photograph uploaded to Instagram to receive 0 likes (from October 2010). The showcase is also being used to launch Kahlúa’s new Unserious coffee brand platform.
“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!” said Giancarlo Martins, Kahlúa global communications lead. “We at Kahlúa embody the fun side of coffee, so we’re taking likes less seriously in the spirit of our own brand.”
Not in New York? Droga5 London has 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.
Posters promoting the exhibition