These Creative Ads Have Viewers Tap to Like a Photo and Add a Heart

By: Laura McQuarrie - Oct 23, 2015
References: instagram & coloribus
These creative ads created by the Miami AdSchool/ESPM and F/Nazca Saatchi & Saatchi feature a missing component that can be added using the tap-to-like feature on Instagram.

The series of 'Double Tap Ads' feature familiar depictions of objects like necklaces, playing cards and NYC logos, which are rendered incomplete without the addition of a heart shape. Once a user on Instagram double taps a photo, a heart briefly appears to complete the image. Through curiosity, this is a clever way to drive interaction on Instagram.

A campaign that uses a similar tactic in a more literal way is 'Like for Life' from the Red Cross, which demonstrates the life-saving benefits of being able to perform CPR. This goes to show that this kind of campaign can be adapted to suit a number of brands.