More Together

As Facebook faced one of the most scrutinized moments in its history, we launched an integrated campaign to shift the narrative — reminding people of the platform's original promise: to bring people closer. In a time of division, we leaned into real stories of unlikely connections, everyday communities, and shared moments that couldn't happen anywhere else.

Background

Facebook was no longer the golden child. Public perception had shifted, and for the first time, the brand needed to actively define what it stood for and reclaim its own story.

Challenge

To talk about what brings us together, we had to acknowledge what pulls us apart. But on Facebook, those moments of friction often played out on the platform itself—making it both the message and the medium. That meant walking a fine line, with a narrow window of what we could credibly say.

Insight

Focus on preferences, not polarizing worldviews. People can debate whether New York or deep dish style is superior, but we can all agree that pizza brings us joy.

In the next chapter of the campaign, we expanded the types of groups we featured to make it clear that no matter your interest, there's a Facebook Group where you can find community. We brought the work to the biggest stage, the Super Bowl, adding a new layer to the narrative. The campaign didn't just celebrate connection. It made it real.

In the final chapter of the campaign, we set our sights on a younger audience—reintroducing Facebook Groups in a way that felt relevant to them. We focused on emerging interests and cultural signals resonating with Gen Z, and brought the work to life with a fresh visual style tailored to their world. The goal was simple: show a new generation that whatever they're into, there's a Facebook Group where they can find their people.

As the campaign gained momentum, we expanded into key global markets including Germany, Brazil, India, and the UK—adapting the work to reflect local culture while staying true to the core message of connection.