Crystal blue oceans, neon coral reefs and snow-topped glaciers are things you're probably used to seeing in your Instagram feed if you follow travel bloggers; a trend we capitalized on, with a twist.

For our latest campaign, we 'sent' roving Instagrammers to beautiful international spots which no longer exist, to show the impact human behaviour is having on the environment.

Based on the idea that since the mid-20th century some of the earth's natural wonders have disappeared because of people, we enlisted travel bloggers to post retouched images from these devastated paradises on Instagram as if they were actually there.

The comments underneath the landscapes read 'wow beautiful' and 'wish I was here', but days later influencers revealed those beautiful spots no longer existed, imploring millennials to take environmental action using the hashtag #TooLatergram.

Contrasting photos were then posted side by side to show what landscapes actually look like now.

We partnered with nine popular Instagrammers, who posted photos of serene and scenic destinations around the world, sparking the kind of comments you’d expect: “Wow, absolutely beautiful!” “The colors of your photo are beautiful and the landscape too!”

But the shots were a bit of a bait-and-switch, with follow-up images in the feeds or galleries showing the scenic destination is an illusion, and the real locale has actually been devastated by pollution, clear-cutting and other forms of man-made destruction.

The reveals were paired with messages such as: “Unfortunately, you won’t be able to visit this place anymore. #TooLatergram”

Photos were posted on the Instagram accounts of our 9 IGer’s starting from the 25th March and in the following days reaching a total of 1 million followers.

-50k likes generated on IGer’s photos

-347 million impressions with 0 media investment

-3,4 million in earned media

-more than 400 UGCs images posted with the hashtag #TooLatergram

-x2 in WWF traffic website

-82% positive sentiment

-story covered in 43 countries

-more than 170 press articles