The Best Part Of Facebook Isn't On Facebook
Facebook has the perception problem. The public think they only care about users connecting online.
The Best Part Of Facebook Isn’t On Facebook was a campaign effort to shift that point of view by showcasing all the meaningful connections that are happening through the platform offline; through their Get Together products: Facebook Groups, Events and Pages.
We created a 360 campaign including: TV, long form content pieces deep diving into the stories of a few of these groups, OOH and print that ran in popular news publications such as the Chicago Red Eye and The Boston Globe. We also created on-platform videos and carousel units that linked through to messages telling you to get offline and Get Together.
OOH
We worked closely with the media company to find the best outdoor media buy for each Get Together.
We created a series of digital triptychs.
Social Shorts
We created long form content with the real members of Groups to get to the heart of how meaningful their Get Togethers are.
The Sapeurs Of Chigago | Get Together
The Lowrider Car Club | Get Together
The Hiplet Ballerinas | Get Together
On Platform Ads
Display
We created carousels that showcased Events, Groups and Pages local to Facebook users.
Role: Senior Creative, The Factory (now Creative X)
Director: Fleur Fortune | DoP: Linus Sandgren
Photographer: Jonas Lindstroem
Wish Bigger
Facebook’s Birthday Fundraiser tool was a hit organically, but many were struggling on what they wished to raise funds.
So we shared some of the best ones out there…
Role: Senior Creative, The Factory (now Creative X)
Directors: Novemba
Let Your Camera Do the Talking
In an effort to bring the world closer together in 2017 Facebook launched its new in-app camera (what eventually became Stories). This had been the biggest change to the platform since News Feed.
For the launch we created a film and in-feed carousel ad campaign (a first) that inspired people to swipe right and try it out, it resulted in an 8.8% lift in daily camera captures and reached 147 million.
The campaign echoes Fred. R. Barnard’s “a picture speaks a thousand words”. Photographs and videos have always been a medium to share how the creator feels, but now everyone has a camera in their pockets. It’s become a language everyone can use to talk with.
The AR masks in this spot were some of the first developed for the Facebook Camera. I had the great opportunity to work with the Camera Effects team to concept these and showcase how we can accentuate and share our feelings though a visual medium. We also created the first commissioned AR mask with illustrator Hattie Stewart to tease the AR Studio Tool (sparkar) where artists could upload their own AR masks to the platform.
We created bitesize stories to drive Facebook users to swipe right and activate the camera.
Role: Senior Art Director, The Factory (now Creative X)
Director: AG Rojas. DoP: Alexis Zabe