Under the headline “It’s time to look at the bigger picture” we wanted to disrupt the notion of a picture perfect Europe by playing with the interface of one of the most picture perfect platforms, Instagram.

By using the Instagram interface we framed a small picture perfect image – like the ones we upload every day – in a bigger, darker and iconic picture of the refugee crisis to underline the contrast to what’s really going on all around our own little bubbles.

4 Instagram videos posted on Instagram.com/migrants

Timeline: 4th, 5th, 6th and 7th of April

The Instagram videos were created around a principle of prioritising messages to get people’s attention by not revealing the true message prematurely. We used the small happy and picture perfect cut-out of the campaign pictures to grab people’s attention in the serious IOM Instagram feed. The video then pans out to reveal the bigger picture – the dark reality – around the cut-out while bringing the bigger picture into focus by letting the colours from the eye-catching cut-out bleed out.

4 days, 150,000 views

500% increase in engagement

600% fan base growth