CANNES, France—About 90 million Americans, roughly 34 percent of all U.S. mobile phone owners, will log on to Instagram at least once a month this year, according to eMarketer. Overall, the mobile app is attracting as many as 400 million monthly users worldwide, and more or less every brand from Hollister to your local hardware store is taking notice.
But Instagram isn't resting on the laurels of its explosive growth at Cannes Lions, where it's exhibiting on its parent company's Facebook Beach along the French Riviera.
Instagram wants to inspire marketers with the key element of life: water. The exhibit includes an "iceberg room" that features a large sculpture by artist Sean Yoro, who works under the alias "Hula."
"Water is the lifeblood, and it takes many different forms," said Kay Hsu, Instagram creative lead for the Facebook Creative Shop. "We picked the most creative, the most visually compelling, the best stories that spoke to water."
Passersby can have their photos taken behind an indoor waterfall, and they can, of course, share it with their friends on social media. Meanwhile, marketers can look at case studies from brands like Sonic and Volvo.
"We want all the creative and advertising folks to come in and feel the potential of the platform," Hsu said.
Hsu gave Adweek an exclusive tour of the activation Monday. Check out the experience in the video above.
Here are the winning submissions from #WaterInMotion:
"Don't believe what your eyes are telling you. All they show is limitation. Look with your understanding. Find out what you already know and you will see the way to fly." ~ Jonathan Livingston Seagull, by Richard Bach _ An entry into the @instagramforbusiness #InstagramCannesContest of #WaterinMotion for the #CannesLions festival – there's just something eternal for me about the endless rolling of waves as time stands still around them. . . . #ocean #waves #beachlife #flying #birdsofinstagram #freedom #adventure #wanderlust #love #skylovers #magic #silentearth #silentpictures #motionpicture #flixel #cinemagraph #artist #mextures #amazing #nature on #expofilm #instagood #thatvideodoe #awesomeearth #videooftheday #aovfilms #NewZealand