From Divisiveness to Togetherness
When I joined Facebook in 2018, the company was defined by the Cambridge Analytica headlines. It had become a symbol of division. But when we looked beyond the headlines, we found something very different. Millions of people were finding each other every day through their mutual connection to fundamentally human things: survival, identity and mutual passions for everything from bazookas to corgis. We didn’t need to invent a thing, we had a wealth of true togetherness stories right in front of us.
More Together
Facebook Groups became the foundation of More Together, a brand platform celebrating the communities that found one another and proved that we’re better together than alone. Truly global, this platform inspired work around the world, its simple truth translating and resonating everywhere.
A Warmer Identity
This new platform needed an identity that moved Facebook away from feeling like a technology company and closer to the people who used it. We bid farewell to the slim type and cold whites and welcomed a system that felt warmer, more expressive and much more confident.
Created with great partners at Mother, London
From Social Pariah to Super Bowl
Two years later, a brand that had become reluctant to even whisper its own name took the biggest advertising stage in the world. Instead of talking about the platform and what it did, again we celebrated Groups, from the mainstream to the beautifully niche. The campaign ranked #2 for digital share of voice according to Ad Age, and #2 overall according to Variety. Not bad for a first-timer.
Created with friends and partners Wieden+Kennedy.