Instagram is throwing its social media might behind Tkay Maidza for a groundbreaking multi-media campaign.

The Facebook-owned social platform is teaming-up with Maidza, the 2018 MTV Europe Music Awards winner, for its first Australian brand campaign, which launches today and is dubbed ‘Get Into What You Heart.’

At the heart of the campaign is, well, a lot of heart.

Maidza’s hearty vocals are matched up with Instagram’s love muscle button, for an integrated sync strategy that will be flashed across television, cinema, digital and social platforms (including Instagram, of course). Also, expect to see installations in Sydney’s Central Station and Melbourne’s Flinders St. Station as this campaign gathers steam.

The slick clip was shot by BRTHR, who has directed videos featuring the likes of Travis Scott, Charli XCX, Foster The People, Lil Pump, 21 Savage, and The Weeknd. A cut can be seen below.

‘Get Into What You Heart’


“We’ve put the heart front and centre in this campaign about connecting with your interests—and a key line of the campaign reminds people “it’s not about getting likes, it’s about liking what you love,” reads a statement from Insta.