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Kahlúa Invites Us to Take Instagram Less Seriously with 'Zero-Likes' Exhibition

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Created by Droga5, 'Zero Likes Given' features images from Instagram that received zero likes

Kahlúa Invites Us to Take Instagram Less Seriously with 'Zero-Likes' Exhibition

Liqueur brand Kahlúa and Droga5 London have teamed up with 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.

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 0 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 July 24th - 27th at 198 Allen Street on New York’s Lower East Side.


Giancarlo Martins, Kahlúa global communications lead, said: “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, said: “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.”

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Creative Agency

Chief Creative Officer: David Kolbusz

Creative Director: Dan Morris and Charlene Chandrasekaran

Creatives: Teddy Souter and Frazer Price

Creative Agency: Droga5

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

Categories: Sports and Leisure, Museums and Galleries

Droga5 London, Thu, 18 Jul 2019 11:18:52 GMT