Messenger From Facebook detailed its newest brand campaign, “That Close,” which is focused on Generation Z and looks at the freedom close friendships give people to let down their guard and be themselves.
The campaign puts Facebook’s flagship messaging application at the center of it all, as a catalyst for sharing experiences and strengthening bonds, and it signals the app’s evolution from a way to message to a place to connect with family and friends.
Messenger said four out of five users of messaging apps indicated that spending more time connecting with family and friends via those apps was important to them.
The on-platform portion of the campaign was directed by Daniel Askill for production company Serial
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