SPONGEBOB

Gold Eurobest Campaign
TitleSPONGEBOB
BrandINSTAGRAM
3 of 5 Campaign
Product/ServiceINSTAGRAM STORIES FEATURE
Category D02. Micro-Film
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Placement MINDSHARE Portland, USA
Production CANADA Barcelona, SPAIN
Credits
Name Company Position
Clifford Hopkins Instagram Head of Instagram Marketing
Taj Alavi Instagram Head of Global Brand Marketing
Bekah Sirrine Instagram Head of Creative Marketing
Lauren A. Rodwell, André Llewellyn Instagram Brand Marketing Manager
Jessica Dickey Instagram Associate Brand Marketing Manager
Maud Deitch Instagram Creative Marketing
Mark Bernath, Eric Quennoy Wieden + Kennedy Amsterdam Executive Creative Directors
Thierry Albert, Cal Al-Jorani, Craig Williams Wieden + Kennedy Amsterdam Creative Directors
Andrew Duncan & Cecilia Pignocchi Wieden + Kennedy Amsterdam Art Directors and Copywriters
Joe Togneri, Tony Stearns, Stijn Wikkerink, Khalid el Khouani Wieden + Kennedy Amsterdam Production
Kelsie Van Deman, Morgan Mendel, Annatruus Bakker, Debra Clarke, Caitlin DeAngel Wieden + Kennedy Amsterdam Interactive Production
Maud Klarenbeek, Rachel Perry, Stacey Prudden Wieden + Kennedy Amsterdam Art Production
Martin Weigel, Emma Wiseman, Anna Leonte Wieden + Kennedy Amsterdam Planning
Greg White, Wes Young, Freddie Young Wieden + Kennedy Amsterdam Communication and Digital Strategy
Claire Beesley, Reema Patel, Sara Constance Wieden + Kennedy Amsterdam Public Relations
Clare Pickens, Aitziber Izurrategui, Ben Prout, Yulia Prokhorova, Isabelle Udall, Cecile Desmarest, Kinda Hamwi Wieden + Kennedy Amsterdam Account Management
Joe Burrin Wieden + Kennedy Amsterdam Head of Design
Lizzie Murray Wieden + Kennedy Amsterdam Studio Director
Noa Redero, Cindy Kouwenoord, Danny van het Kaar Wieden + Kennedy Amsterdam Studio Artists
Gustav von Platen Wieden + Kennedy Amsterdam Interactive Designer
Zeynep Orbay, Thomas Payne, Malia Killings Wieden + Kennedy Amsterdam Designer
Gabriela Moreira, Saskia Van Zwieten, Loes Poot Wieden + Kennedy Amsterdam Project Manager
Kacey Kelley, Emilie Douqué, Michael Graves Wieden + Kennedy Amsterdam Business Affairs
MANSON CANADA Director
Marta Argullós, Oscar Romagosa Canada Executive Producer
Oscar Marmelstein AMBASSADORS Editor
Yann Stofer Ambassadors (Amsterdam) Photographer

Brief Explanation

Instagram, the visual storytelling app, that your mum has probably heard of, is a global phenomenon. Famous for filtered photos, latte art and well-lit selfies; many falsely believed Instagram was a place for life’s highlights. Enter Instagram Stories; an inflection point in the evolution of the product. A feature that invites users to share all the moments in their day, not just the momentous ones. The challenge for communications was to build awareness of Instagram as a place for seeing and sharing casual moments (positive lift in brand attributes) and entice teens users to check out the new feature (stat sig usage lift) across key US, Italian and German regions.