ABOUT
On November 14th, 11.3 million people woke up to discover they were Instagram Close Friends with Lil' Yachty. For 48 hours, users took to the internet to question why, created memes and even emailed their professor to excuse their absence from class. It was all a stunt to launch the expanded capabilities of IG’s Close Friends feature with carousels, reels, and in-feed posts.
He started with an up-close and personal selfie, and it wasn't long before people lost their minds asking, “Am I in Lil Yachty’s Close Friends?!” He then followed up with a series of posts that modeled how people could express themselves and connect with their Close Friends: previewing a new song, recapping his tour life, flexing never-before-seen ‘fits and exclusive kicks while using the new features resulting in hundreds of millions of impressions throughout the internet.
November 2023 | Wieden+Kennedy, Bodega
CLIENT
Instagram U.S.
CREATIVE
Art Direction, Creative Content Direction
CREDITS & AWARDS
**Featured at the end**
"I'm only close with 11 million of y'all..."
press play
they went off
awards + recognition
Webby Winner 2024
Social | Best Use of Stories
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Nominee 2024
Social | Arts, Culture & Lifestyle (Campaigns)
Bronze Pencil Award Winner 2024
Social Post | Single Platform Series
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Merit Award 2024
Influencer Marketing | Use of Celebrity
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D&AD Shortlist 2024
Digital & Social | Use of Talent & Influencers
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FEATURED BY:
credits
Adma Ortega, Celebrity & Influencer Relations Lead, Bodega
Aliyah Oyemade, Business Affairs Manager, W+K
Becky Brinkerhoff, Senior Copywriter, W+K
Cha Spruce, Head of Strategy, Bodega
Christa Tarnoviski, Senior Creative Strategist, Bodega
Dan Viens, Head of Creative, Bodega
Danielle Xu, Resource Manager, Bodega
John Dempsey, General Manager, Bodega
John Petty III, Global Executive Creative Director, Bodega
Kenya Brooks, Art Director, Bodega
Kristina Sison, Creative Operations Manager, Bodega
Michaela Mcettrick, Senior Creative Producer, Bodega
Miles Rockafeler, Senior Creative Strategist, Bodega
Vanessa Dowty, Brand Manager, Bodega
