The #SavageNotSorry campaign, developed for Amazon Prime by Mojo Supermarket, hacks Instagram’s “sensitive content” filter to ensure that its images of empowered women in lingerie can be seen – and shared – by the brand’s legions of fans. Posts feature warnings including “unapologetic content,” “spicy content,” and “thicc content,” but when users swipe left, an image of a SavageXFenty model from the fashion show is revealed with #SavageNotSorry.

Tiffany Rolfe: “The #SavageNotSorry work leveraged Instagram’s “sensitive content” filter to make sure that the images of SavageXFenty models, representing all sorts of body types, ethnicities, and sexual orientations, would draw viewers in. Along with the pictures, the campaign added fake censorship warnings to slideshow posts. It was a great way to create some buzz but also leverage a truth about what biases may exist within censorship.”