|Agency||McCann Tel Aviv|
|Brand||Israel anti-drug authority|
|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.|
|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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