I wish I'd done ... Israel Anti-Drug Authority campaign

This is what I love about the internet. Someone puts a raw idea out there - in this case, Facebook's Timeline and its split-level look - and five minutes later, someone clever uses it in a campaign. Check this idea from McCann Digital Israel for the Israel Anti-Drug Authority. It might be a fairly obvious idea to do a "with or without" story, but this campaign uses Timeline to great effect.

And this is what I hate about Facebook. The campaign appears to have been pulled by Facebook's Creativity Robocops in the space of a couple of days because Timeline is not officially open for brands yet and can only be used by real people. Whatever that means in the context of Facebook.

I wish Facebook would stop pretending its whole business model isn't based on consumers interacting with brands and just let creative people and agencies have some fun on its website.

Could this be the first Whopper Sacrifice for Timeline? I think it is. Anyway, the creative still lives on YouTube: tinyurl.com/6uzvjcw.

 

ROLL THE CREDITS
Title: Drugs set your Timeline
Client: Israel Anti-Drug Authority
Brief: Use Facebook's new Timeline feature to show clean vs
drug-addicted life
Agency: McCann Digital Israel
Executive creative: director Nir Refuah
Creative director: Ami Alush
Writer: Daniel Barak
Art director: Nir Herszdtat
Production: Inbal Fanan
Photographer: Gooli Cohen
Account manager: Keren Ashkenazi

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).