|Title||Leon 1914, The Book|
|Advertiser||Musée de la Grande Guerre|
|Brand||Musée de la Grande Guerre du Pays de Meaux|
|Date of First Broadcast/Publication|
|Business Sector||Museums & Monuments|
|Story||Imagine if Facebook existed 100 years ago? That's what DDB Paris, France asked when they created this touching campaign for Musée de la Grande Guerre du Pays de Meaux. The Museum of Great War opened in Meaux in 2011. To help with their promotion, DDB decided they needed to re-invoke the memory of World War I whilst also enticing a younger audience to visit war museums. Thus, Facebook 1914 was made. A fictional Facebook profile was created for Leon Vivien, an average French man who was called to duty during World War I and torn away from his wife and baby. This campaign allowed people to follow and invest in Leon's story. Illustrations from the museum's collections were also used along with printed invitations to the opening. Facebook 1914 earned plenty of media coverage without spending much money and gained many followers wondering how Leon's story would end, making it a very successful integrated campaign|
|Media Type||Social Media|
|Executive Creative Director||Alexander Kalchev|
|Art Director||Emmanuel Courteau|
|Art Director||ALICE LABAU|
|Account Supervisor||Jean-Luc Bravi|
|Account Supervisor||Marlene Bertranine|
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