Heritage Toronto wanted to get millennials to engage with its Instagram feed, which previously displayed unappealing photos of old, dusty buildings. Havas decided to shift the focus away from those buildings to a part of Toronto the target already cared about: Graffiti Alley. The team took hundreds of photos of every surface of the legendary alley and then stitched them together to create one continuous photo. The massive panoramic photo was then turned into 1,300 separate tiles and uploaded in perfect order onto Instagram. The Instatour was also made immersive with information hot spots and dozens of hidden Easter eggs celebrating important cultural touchstones, like the spot where Drake held a release party for his album Views. Heritage Toronto’s “Graffiti Alley Instatour” saw increased engagement and time spent on its social feed by over 600%.