W+K crafted a cute little 30-second broadcast spot for Facebook taking on the subject of modern romance in a promotion of Facebook Messenger.
Entitled “Say Love You Better,” the spot shows a young couple attempting to bridge a long distance to communicate their love for each other. Beginning with a simple “I miss u” message, the spot uses the couple trying to find better ways to say “I love you” as a means to demonstrate the different ways Messenger lets you communicate: audio, photos, video, various emoji, etc. The couple, initially separated on opposite ends of the screen, fly towards each other and embrace, symbolizing how Messenger helped bring them together, ending with the “Say love you better” tagline. It’s an effective way to deliver the message, and perhaps rebuild the reputation of Facebook’s often-maligned mobile service (without addressing any of the criticism).
The campaign will also include OOH elements, a first for Facebook, with billboards in Los Angeles and Chicago rolling out next month.
Credits:
Client: Facebook
Head of Consumer and Brand Marketing: Rebecca Van Dyck
Executive Creative Director: Scott Trattner
Director of Marketing Communications: Jennifer Henry
Brand Strategy: Sheila Thompson
Brand Marketing Manager: Brandon McGraw
Product Marketing Manager: Jessica Lee
Product Designer: Mac Tyler
Agency: Wieden + Kennedy
Creative Directors: Stuart Harkness, Max Stinson
Design Director: Guy Featherstone
Copywriter: Matt Skibiak, David Povill
Art Director: Zack Madrigal, Ollie Watson
Producer: Julia Lafferty, Kirsten Acheson
Strategic Planning: Britton Taylor, Lizzie Hanner
Media/Comms Planning: John Rowan, Stephanie Ehui
Account Team: John Rowe, Dave Hubbard, Anya Wachtel
Business Affairs: Cynthia Valenti, Cindy Lewellen
Project Management: Christina Kim
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz
Production Company: 1st Avenue Machine
Director: Aaron Duffy
Partner/EP: Sam Penfield
Executive Producer: Melinda Nuget
Post Producer: Malú Rodríguez
Animation Director/Art Director: Martin Allais
Cell Animators: Lizzi Akana, Masayoshi Nakamura, Barbara Benas
3-D Animator: Tyler Hurd
3-D Modelers: Garret Norlin, Eric Xu, Jerry Chow
Storyboards: Chris Butzer
Editors: Nate Buchik, Jonathan Vitagliano, Chelsey Blackmon
Compositors: Eric Concepcion, Beryl Chen, Tiffany Chung
VFX Superviser: John Loughlin
Color Grading: Ricart & Co
Choreographer: Keith Young
Line Producer: Nanette Williams
DP: Will Rexer
VFX Supervisor On Set: Keith Young
Sound Design Company: Henryboy
Sound Designer: Bill Chesley
Producer: Kate Gibson
Mix Company: Sound Lounge
Mixer: Chris Afzal
Mix Producer: Mike Gullo
Song: “Can’t Help Falling in Love” by Elvis Presley as performed by twenty one pilots