Every person has a story to tell in Facebook’s “Live what you love” campaign

For a brand like Facebook which today has almost 2.2 billion active users worldwide with 217 million users in India, it is a challenge to advertise something which consumers don’t already know. However, Facebook India pleasantly surprised us with their new campaign ‘Live What You Love’ where they tell us what we know but in a way that makes you feel that all this is unheard of before.

This campaign is Facebook’s first major campaign in India targeting and speaking directly to get users on board. The campaign blankets all mediums including print, outdoor, digital, cinema and TV. One of the major reasons behind launching such a vast, planned out initiative is speculated to be the reports that Facebook is losing its young users to the likes of social networking mediums like Snapchat and is already struggling with issues like safety concerns and fake news.

Facebook campaign | Live What You Love

Facebook campaign | Live What You Love

Facebook campaign | Live What You Love

Facebook campaign | Live What You Love

The “Live What You Love” campaign is a breath of fresh air amidst these speculations. The video ads display the story of two youngsters named “Neha” and “Sunny” and how their likes and passions are given a voice, thanks to Facebook. Both the ads are youthful, vibrant and have very relatable characters which add to the storyline. The films are shot with a unique perspective and builds up to the end which tells how Facebook is the one place where your job, likes, dislikes, life choices and even business promotions merge to give you the perfect social media platform.

The campaigns have Wieden+Kennedy Amsterdam as their creative agency but in India, Facebook’s media mandate is managed by GroupM’s Mindshare. “Live What You Love” has also released a series of digital posters targeting the Facebook Groups feature which highlights how the platform brings together like-minded people. The whole campaign surely lifts up to the expectations and we hope it helps Facebook achieve what it is aiming for.

Brand: Facebook
Campaign: Live what you love

VP, CMO Gary Briggs
Director, Regional Marketing James Chadwick
Head of Regional Consumer
Marketing Kate Johnson
Regional Marketing Manager-India Vyom Prashant
Executive Creative Directors Mark Bernath, Eric Quennoy
Creative Directors Szymon Rose, Daniel Schaefer
Art Director Anyaa Dev
Copywriter Ankita Tobit
Head of Integrated Production Joe Togneri
Executive Producer Tony Stearns
Planner Alex Janneau
Communications Planner Jocelyn Reist
Group Account Director Kathryn Addo, Alyssa Ramsey
Account Director Eleanor Thodey, Aimee Betancourt
Account Manager Louise Rahman
Account Executive Abderrahim El Khouani
Art Buyer Chiara Donati
Studio Artist Noa Redero
Project Manager Lauren Cardoe
Business Affairs Kacey Kelly

Director Sara Dunlop
Director of Photography Antonio Paladino
Producer Tess Mitchell

Editor Bill Smedley
Assistant Editor Ellie McNaughtan
Sound Designer/Mixer Parv Thind

Artist / Title VARIOUS
Flame Jack Stone
Assistant Flame Alex Snookes
Colorist Jean Clement Soret
Production Coordinator Tamara Mennell

Photographer Bharat Sikka
Photography Agency Industry Art
Production Company India Ransom film productions

This Article is related to:
Wieden+Kennedy, Amsterdam, Facebook, Digital Campaign, Inspiring Campaign, Live what you love, Creative Ads, Print Advert, Print Ads, GroupM

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