| Title | Timeline |
| Agency | McCann Tel Aviv |
| Campaign | Timeline |
| Advertiser | IADA |
| Brand | Israel anti-drug authority |
| Posted | February 2012 |
| Business Sector | Anti-Drug/Alcohol/Tobacco Message |
| Story | This new campaign shows the FB timeline of Adam Barak. His timeline shows one column of adam under the influence of drugs, and the other column - without. The new timeline feature on facebook demonstrate clearly the diffrence between life on drugs and living sober. |
| Philosophy | We opened a new Timeline for a fictional "Adam Barak" and divided it into 2 sections. Using the split screen layout, Adam shows a year in his life with and without drugs, demonstrating to our audience what their Timelines are liable to look like if they got addicted. |
| Problem | Drugs Set Your Timeline is the first campaign to use Facebook's new timeline as a medium. Launched by the Israel Anti-Drug Authority, the campaign communicates the hazards of drug abuse in an innovative way. Our challenge was to create a fresh conversation on the effects of drug abuse, and to break down the wall of apathy that surrounds our audience regarding anti-drug campaigns. |
| Result | Over 1,000,000 Facebook likes 70,000 Tweets 250 Newspaper articles Dozens of discussions on local and global TV But more importantly, we started a worldwide conversation on the effects of drug abuse and broke down the wall of apathy. |
| Media Type | Digital |
| Photographer | Gooli Cohen |
| Production Company Producer | Inbal Fanan |
| Creative Director | Ami Alush |
| Creative Director | Nir Hersztadt |
| Creative Director | Daniel Barak |
| Creative Director | Nir Refuah |
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