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THAT
CLOSE
+ CLIENT - MESSENGER
+ AGENCY - IN-HOUSE (CX)
+ ROLE - CREATIVE DIRECTOR
Who are you? Like really? Only those closest to us truly know. The ones who make space for us to let our guard down and be our true selves. Our inner, most vulnerable, unedited selves.
It was this simple human truth that inspired the work for Messenger's first ever brand platform campaign. A fresh new brand strategy and identity system supported a total makeover for the brand aimed at celebrating the quirks of our closest relationships and reengaging interest with a Gen-Z audience.

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The on-platform (FB + IG) campaign leveraged arresting, thumb stopping opening visuals conveying moments of isolation or boredom. The spots come to life anchoring in visualization of the emotional pull that occurs when friends share an experience together via Messenger.

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The broadcast portion of the campaign explored the nuances that make each our of closest relationships so special and so unique. The spots showcase how through Messenger's new "Watch Together" feature, friends are empowered to let their inner weird out and feel close, even when they are apart.



We continued amplifying the message of "That Close" through a series of Moving Posters in partnership with well-known Gen Z creators and influencers to get their take on how they are "That Close" to their besties.
Down to ClownMessenger
00:00 / 00:28
Same BrainMessenger
00:00 / 00:29
Why are We Like This? Messenger
00:00 / 00:30
Only our closest friends are that "finish each other's sentences" close. Our radio campaign leveraged this truth as a format for story-telling as each spot features of a pair of friends quite literally finishing each other's sentences as they remenise about an epic hang on a Messenger video call.
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