Facebook

Here Together

In the wake of the 2017 Cambridge Analytica scandal, Facebook launched a national ad campaign across digital, broadcast, OOH and cinema to take accountability for data misuse, and reinstate its promise to users to be a place of community and connection. The concept required shots that depicted authentic, real-life moments that many have experienced – birthday parties, weddings, new babies – with a nod to Facebook’s humble beginnings. The main challenge was to incorporate Facebook’s recognition of missteps after the 2016 election, and weave it into a story about the new future for the social media platform. Using the Catch&Release Licensing Platform™, 1stAveMachine was able to curate, manage, edit and collaborate on 3,500+ shots from a variety of social platforms.

78%

Sourced Content

5 wks

to produce campaign

5

social media platforms curated

3500+

shots sourced