Connecting a brand to the moment.
The Facebook Company's mission is to bring the world closer together.
Over the pandemic year, this took on new meaning.
FACEBOOK/BRAND RELEVANCE
It’s Been a Year
“It’s Been a Year” is a campaign developed for the Facebook Company (which includes Facebook, Instagram, WhatsApp and others) to reach audiences during Mental Health Awareness Month 2021. Our idea was to talk about the power of mental health check-ins, many of which have occurred organically via the Facebook family of apps during the pandemic year. Beginning with a moving :60, and then telling deeper stories through social media, the project celebrated the connections we made that helped us and sometimes surprised us.
Social assets were a mix of arresting visuals, bite-sized tips and thoughts, and deeper storytelling. Filmed by documentarian Rodney Lucas, each featured story was cut into multiple assets and showed a different perspective of the pandemic: A front line medic who needed someone to be real with. A creative who found new ways to collaborate. A single mother who found much-needed company.
