#matfördagen - Food hashtags hijacked on Instagram
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    Hijack hashtags on Instagram to help the homeless.

Agency: Pool
Client: Soppkök Stockholm
Art Director: Johan Gustafsson
Art Director: PJ Lindqvist
Copywriter: Ulf Rönnbäck
Photographer: Marcus Kurn
Image you're perusing through the millions of dumplings, pancakes and cupcake pictures on Instagram, when you chance upon this image. Pool and non-profit organization Soppkok Stockholm (Soup Kitchen Stockholm) hijack the filtered lunch and dinner pictures on Instagram with some photos of their own, to highlight that 5,000 people in Sweden won't have enough food or shelter this holiday season. 
The agency posts the picture of the paper plate on Instagram and labels it with hashtags like #dinner or #nomnomnom, so it's discovered by foodies. Along with those tags, the tag #matfordagen ("food for the day" in swedish) is also added.
English version.
Swedish version.
Screenshot of a search of the swedish word "fika" (coffebreak) on Instagram.
Photographer Marcus Kurn taking one of the pictures.