| Title | HOW NOT TO INSTAGRAM |
| Brand | SUMMIT MEDIA |
| Product / Service | PREVIEW MAGAZINE |
| Category | D01. Online Video |
| Entrant | LEO BURNETT MANILA, THE PHILIPPINES |
| Entrant Company | LEO BURNETT MANILA, THE PHILIPPINES |
| Advertising Agency | LEO BURNETT MANILA, THE PHILIPPINES |
| Production Company | FILM PABRIKA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Kat Limchoc | Blackpencil Manila | Executive |
| Raoul Panes | Leo Burnett Manila | Chief Creative Director |
| Sue Ann Malig/Nolido | Blackpencil Manila | Vice President Account Management Director |
| Joel Limchoc | Film Pabrika | Director |
| Bien Felix | Film Pabrika | Offline Editor |
| Ber Cruz | Film Pabrika | Director Of Photography |
| Adrian Tecson | Underground Logic | Director Of Post Production |
| Wayne Dayuon | Underground Logic | Vfx Supervisor/Senior 3d Artist |
| Nath Robite | Underground Logic | Vfx Supervisor |
| Berns Buenabentura | Underground Logic | Online Editor |
| Jun Bellen | Underground Logic | Online Editor |
| Lei Villena | Film Pabrika | Line Producer |
| Lemon Atencio | Film Pabrika | Production Manager |
| Christine Blando | Film Pabrika | Assistant Director |
| Chris Pasturan | Film Pabrika | Assistant Director |
| Trina Razon | Preview Magazine | Stylist |
| Cha Lontoc | SPIT | Oncam Talent |
| Aryn Cristobal | SPIT | Oncam Talent |
| Lester Parulan | Hit Productions | Audio Producer |
| Glenn Mariano | Hit Productions | Audio Engineer |
A video called "How Not to Instagram" was produced. Based on the title, it sounded like an intriguing tip about how to post online photos. But that was designed to be a misdirection. The video was actually a very shocking way to teach a lesson about choosing an appropriate handbag according to where you are going. This video was simultaneously posted on all of Preview Magazine's social media sites.
On the week of release, the Preview Facebook page had its highest engagement scores ever. The video was shared thousands of times. And spontaneously shared by numerous celebs, reaching, 6,167,459 of their followers. It was featured in the news several times. And nominated for Best Viral of 2013 by Rappler, the leading Filipino social news network. Earned media estimated at $400,000. Millions have become aware of Preview online with more than 8,100,000 views and counting.
Preview is the most popular fashion magazine in the Philippines. The agency was commissioned to do a fashion story that would build buzz and strengthen brand presence online. Preview is known as the StyleBible (it's online site is in fact called StyleBible.ph). It was considered the quintessential guide for all things related to fashion and style. The video "How Not to Instangram" is actually a fashion tip... just told in a very shocking and twisted way!