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Campaign: More Together 
Alongside a refreshed look to the app, Facebook wanted to highlight its focus around building community and lasting relationships.  The message: the Groups feature helps people come together; it helps people better engage. 

The Job
The first Facebook campaign to come out of the UK, involved ideating culturally relevant UK stories that would promote the sense of community around Facebook Groups.  We wanted to champion people from different walks of life who found an unlikely common bond with one another online, no matter where they were in the country.

The 2020 OOH rollout included billboards and posters highlighting the UK’s most beloved, and heartwarming Facebook Groups. We chose affinity categories to drive home the message of finding more that brings us together through Groups. *Since the UK campaign is yet to roll out, the above is the US version.