When you ‘like’ something on Facebook, it stays on your feed longer and sometimes appears on the news feeds of other people in your network. By ‘liking’ something, you make it stay visible for a longer period of time as it circulates on social networks.
The “Like to Death” online art project, on the other hand, works oppositely. Instead of staying visible longer, the piece disappears instead.
Like to Death is a collaboration for Adidas Originals by digital artist Geoffrey Lillemon and Stooki, an independent UK-based brand that also happens to be an art collective. The project’s site greets visitors with the following message: “Social media is the fifth dimension that fabricates our online existence. Imagine a life without it, if you can’t you have been possessed. Break the curse, like it to death.”
That statement has a point, but to some people, not being on social media would make them feel like they didn’t exist anymore in real life.
As more people like the interactive work, the ominous figure is slowly engulfed in flames. When it hits 20,000 likes, it’s supposed to disappear. You can check it out for yourself here.