Watch Tkay Maidza lend voice to Instagram’s first Aussie campaign

Tkay Maidza is the voice behind Instagram’s first Australian marketing campaign.

The company stresses that Australia is an important market, and spotlights the strength of its local community by featuring popular Australian creators like Ruel, Poppy Olsen, Samantha Kerr, Rowi Singh and Jordan Morrison.

Launching this week, Get Into What You Heart showcases Instagram as the place for Australians to connect with the things they love, explore their passions, and discover more about their interests.

The key line of the campaign reminds users, “It’s not about getting likes, it’s about liking what you love”.

The company stated, “Community is at the core of everything we do, and we spent months researching the interests that matter to Australians on Instagram.

“The resulting campaign highlights everything from beauty to sport—in all the diverse ways Australians engage with these interests.

“For over 1 billion people worldwide, Instagram is a platform where culture is created and consumed.

“The campaign celebrates internet culture and the visuals feel pulled directly from Instagram.”

The campaign will be featured on television, cinema, digital, out of home, and across Instagram, as well as station dominations to Sydney’s Central Station and Melbourne’s Flinders St Station.

It is the first campaign under its head of marketing for Instagram APAC, Noelle Kim, who took on the role in October 2018 and recently relocated to the Sydney office.

The film was directed by BRTHR, who helmed videos for Travis Scott, Charli XCX, Foster The People, Lil Pump, 21 Savage, and The Weeknd.