Our film starts by introducing a fictional character, a Social Observation Squad (SOS) leader, clambering up an epic mountain summit.

He explains how he’s seen many NZers replicating popular Instagram travel photos, the likes of people sitting on rocks gazing into the distance, in hot tubs with their backs to camera, standing on mountain tops with arms outstretched.

He interrupts a couple at the top capturing what he calls the “summit spread eagle” and rescues them from travelling under the “social influence”, dropping them off at a stunning vineyard to join a winery bike tour.

The rescues continue at a nearby lavender field, but this time he’s too late and is informed of a social post of the perpetrator replicating the infamous ‘follow me’ pose down the lavender rows.

Our video ends by encouraging NZers to ‘share something new’ on social media for the chance to win a prize.

The mountain summit location in the film is New Zealand’s most-popular mountain hike and has attracted media attention for the amount of people to climb it to get the perfect social media photo (Roy’s Peak).

The lavender field location is also a popular NZ tourism experience that regularly gets overcrowded with people queueing up to take photos along the lavender rows to share on social media.