Ami Alush
CCO at Leo Burnett
Tel Aviv, Israel
Campaign Timeline
Advertiser IADA
Brand Israel anti-drug authority
PostedFebruary 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
Production Company Producer
Creative Director
Creative Director
Creative Director
Creative Director

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