The Brief for Facebook
We were asked by Facebook to make content for their new service: Messenger Business.
The campaign used to promote this service, The Age of Conversation, calls to attention an age in which customers’ expectations of businesses have drastically changed.
This campaign would introduce Facebook’s audience to customer expectations and their desire to use Messenger.
The content needed to highlight the possibilities that Messenger Business could unlock. It would be aimed at businesses who think messaging is tomorrow’s problem and are investing in their messaging strategy.
Our Approach
Our creative direction focused on everyday scenarios where customers are contacting businesses directly. This demonstrates how the Age of Conversation has altered customers’ expectations.
We wanted to show portraits of real, diverse and beautiful people. By using a short depth of field, their natural qualities shine through and their facial expressions communicate the utility of the messaging service.
We held an extensive casting process, working with a range of London’s top modelling agencies to source people who had the exact look necessary for this campaign. The models needed to be unique and idiosyncratic. We didn’t want posey or pretentious individuals but real, authentic and friendly faces.
We found locations that echoed this aesthetic, using non-saturated, minimal and clean backgrounds to accentuate the models on screen.
For print media adverts in national newspapers and media magazines, we ran a stills campaign. These stills were taken by photographer, Jason Joyce.
The primary outputs for this campaign were four awareness adverts in 9:16 and 1:1 formats. These were shown across social media channels and OOH digital advertising spaces in the UK and France.
We created a 16:9 manifesto film to be shown on the Messenger Business landing page, YouTube, Vimeo, at live events and on sales decks.
This campaign was one of the most successful B2B campaigns Facebook have run.
