For over 15 years, Instagram has been a place where young people creatively connect with friends over photos and memories. But as competitors started stepping in, Instagram started chasing the latest trends instead, becoming a platform for clout-chasing and building “your own personal brand.”

Instagram needed to return to how Gen Z really uses its platform as a place for sharing content. Reacting. DMing. Connecting in big ways, through tiny interactions.

So was born a campaign celebrating how young people truly connect, showing Instagram in the genuine supporting role it plays in navigating relationships—as second-nature to their friendships as it is to their existence. Because with Instagram, every little interaction can help start something real.

‘Small Fries’ and ‘Send Off’ is a celebration of the way Gen Z creates real connections and friendships on Instagram through small, everyday acts of creative expression.

Brought to life with an anthology of stories that traverse different young person experiences while showing the supporting role Instagram plays in each of their lives. These two 3-minute films— take a deeper dive to give an authentic look at this deeply nuanced generation.

In Small Fries a “like” on a photo spurs a close friendship between two high school acquaintances, taking center stage at an after-school fast food job.

In Send Off a group of friends secretly coordinate a surprise farewell party that’s then celebrated and captured for all on Instagram.

Each story carefully and naturally reveals how it’s the little things that can lead to big things.

The campaign saw:

- 23% increase in Gen-Z engagement.

- 28% increase as the ‘Top Used App’ by Gen-Z

- “In 2023 we saw Instagram’s role of communication shine even brighter” - dcdx