Uncommon’s Instagram Rings is all about rewarding creativity

Uncommon Creative Studio has unveiled its ‘Instagram Rings’ campaign, rewarding social media creativity. It’s a smart move in line with the brand’s new leanings.

The campaign, which launched via Instagram Stories and Reels, marks the launch of a new product for the platform: Instagram Rings: an award that celebrates ‘the most creative voices shaping culture’.

Rings is made for the creator generation, recognising 25 standout voices from Instagram’s global community of over three billion people. Each recipient is honoured with a physical ring designed by Grace Wales Bonner, alongside a unique digital ring that lives on their profile and stories.

The campaign calls back slightly to Instagram’s original retro aesthetic, with what appears to be some old style filters, but reimagined for 2025.

Johnny McManus, business director, Uncommon said: “At Uncommon Creative Studio, we’ve been working closely with Instagram to create and launch a new product for the platform: Instagram Rings, a first of its kind award that celebrates the most creative voices shaping culture right now. Massive love to the teams at Instagram and Uncommon who made this possible. It’s been an incredible journey bringing this cultural idea, and a brand new product, to life.”

The winners are chosen by a curated panel of judges, including Instagram's head Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs, YouTuber Marques Brownlee (MKBHD), and others from diverse creative fields. The programme values ‘bravery, creativity, and cultural contribution’ more than popularity metrics.

Our take

This initiative rewards a different kind of influence beyond passive consumption.

Social media has certainly had some inward reflection of late, accentuating the outdoors and more wholesome activities/creativity. And, as social media companies come under increased pressure to discourage doom-scrolling, Instagram’s move here is multi-fold, and about encouraging play ‘IRL.’

By celebrating creators who take bold creative risks and shape culture beyond mere metrics, Instagram Rings inspires users to express individuality and originality outside the confines of algorithmic popularity.