#betterbeckons

The past few years Murad Osmann has been following his girlfriend-now-wife Nataly around the world, documenting it on Instagram with the #FollowMeTo hashtag. Initially born of her impatience to move forward when he was always taking pictures, the pair have now translated their famous hand-holding pose into a campaign for Beringer Vineyards. 

In a perhaps unexpected twist, Beringer has so far only posted behind-the-scenes images from the #BetterBeckons campaign on their Instagram account while the final image 

“will run in print including in The New Yorker and The Wall Street Journal, as well as online in outlets such as Conde Nast Traveler and Urban Daddy.”

according to AdAge. 

Above image via Beringer, via AdAge. 

It would be a smart move for Beringer to also run it (or at least continue posting behind-the-scenes shots) across social in a cross-channel campaign, particularly because its subjects initially gained fame through their work on Instagram and are very influential on the platform. 

Having them cross-promote it on their own accounts wouldn’t hurt either, and perhaps that’s all the plan once the print portion of the campaign runs. If that’s the case, the behind-the-scenes teaser images on Instagram are the perfect lead up. 

UPDATED: Beringer has started sharing images from the campaign on their Instagram, with Murad Osmann cross-promoting on his account. Fantastic work!