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Closer
than Close.
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.
Designed
for Social.
Our social and digital films leveraged arresting, thumb stopping opening visuals designed to thrive on social. Conveying moments of isolation or boredom, the spots bring to life the emotional pull that occurs when friends share an experience together via Messenger.
It's not weird,
it's just us.
The broadcast portion of the campaign explored the nuances that make each our of closest relationships so special and unique. Showcasing how through Messenger's new "Watch Together" feature, friends are empowered to let their inner weird out and stay close, even when they're apart.
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