Few things bring Brazilians together like the summertime. To kick off a season-long hashtag project—#verãoseulindo, or "Summer, I love you"—Instagram produced vintage-style viewfinders featuring photos from top advocates across Brazil. 

The viewfinders were widely distributed across the country, and established #verãoseulindo as the hashtag of choice for documenting summertime and its regional variations in Brazil. Submissions to the hashtag were used to identify new advocates and source stories for Instagram's localized editorial channel, @instagrambrasil.