Liptagram encouraged people to share their positive moments through creative photography, and was the first Instagram competition to be run globally and simultaneously across 11 countries and 7 different languages.
Challenges were released each week over a period of a month; covering key brand themes 'Brightness', 'Excitement', 'Happiness' and 'Spontaneous'. The best photos were chosen by a panel of judges, and received prizes ranging from iPads to 5 star luxury holidays.
To capitalise on the curve of excitement the campaign generates with the launch of each challenge, Clubhouse were asked to create inspirational videos to promote the themes and give direction on how they may be interpreted. Videos were shot with a stylised treatment and seeded across all markets and languages via Facebook and leading lifestyle blogs.