RICHER KIDS OF INSTAGRAM

The aim of the campaign was to turn celebrated acts of spending into celebrated acts of giving.

 By leveraging the cultural phenomenon of the "Rich Kids of Instagram" the
"Richer Kids of Instagram" campaign raised money for non-profit Hope for Children. 

We regrammed 100 "Rich Kid" posts displaying ostentatious behaviour. 
By using their content, we gave them a tangible comparison to ways they could use their resources towards something good.