While some have been complaining about the aesthetics Facebook Timeline, an Israel media company has utilized the new layout to create an innovative, anti-drug advertising campaign for the Israel Anti-Drug Authority.
McCann Digital Israel created a profile for the fictional Adam Barak. Using Facebook Timeline’s split screen effect, the company was explore the two different path’s that Barak’s life could take: his decline as an addict versus his success had he stayed clean.
While the profile is relatively simplistic, it shows interesting possibilities for advertisers.
Copywriter Daniel Barark, who posed as Adam, explained the creative process:
“In the beginning it was a realistic double profile, filled with statuses, Youtube links (music), check-ins (for example, the drug user checks-in at a hospital), featured albums, life events and basically every feature facebook offers. I worked on it for about 3-4 days straight, just posting and trying to place every post in its right place. But after I had finished something changed and all my work went to the crapper. Just because one status had moved to the wrong side of the timeline, it messed up everything with it.
So after building the timeline 5 or 6 times with the check-ins and other features, I decided that I prefer having a working and understandable idea rather than something much more impressive that could mess up and no one would understand it.
Not to mention the fact that I’ve grown my hair and beard for the past 2 months just for that.”
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