with a tap of a button, we hacked instagram’s algorithm

Hey, person who’s reading this: Open Instagram right now. See that icon on the bottom right corner? Not only does that look suspiciously similar to Michelob Ultra’s logo, but every time you tap that save button, it also increases the chances of the post being seen in the feed.

This is because the algorithm secretly prioritizes saves over likes, shares, and comments.

On Women's Equality Day, Michelob Ultra started a movement to go hit SAVE on women athletes’ posts to give them more visibility.

Because when they get more visibility, they get more opportunities. And when they get more opportunities, we’re all one step closer to equality in sports.

AWARDS

Cannes Lions International Festival of Creativity
1 Silver Lion
2 Bronze Lions

D&AD
2 Graphite
1 Wood

One Show
1 Gold
2 Silvers
2 Bronzes

Clios
1 Gold
1 Silver

Agency: GUT
Executive Creative Directors: Ricardo Casal, Juan Javier Peña Plaza, Ariel Abramovici, Bruno Acanfora
Associate Creative Directors: Alexander Allen, Andy Tamayo, Cara Johnson, Lauren Cooper
Art Directors:  Willow Ennen, Andrew Gonzalez