Check Out Instagram's Art Installation About Creativity and Fluidity at Cannes

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.