In winter 2019, fritz kola and TLGG hijacked the hashtags Instagram uses to look away from real life — #wokeuplikethis, #foodporn, #outfitoftheseason — and handed them to Pierre, a homeless man in Berlin, to fill with his own everyday reality. The takeover ran as paid media against the feeds people scroll past without a second thought, turning a platform built for comfort into a moment you couldn't swipe past. "Nur so am Rande" — just so you know — became the whole point: 5.4 million people reached, 3 million video views, 20,000 reactions.