Facebook has today unveiled a new multichannel global ad campaign that aims to help people 'change the game' with its platform and technologies. To run during NBC’s coverage of the 2021 Olympic Games in Tokyo, the spot celebrates Facebook’s vibrant skateboarding communities. This is the first year that skateboarding will be included in the Olympic Games.
Brought to life by agency Droga5, the multi-app campaign includes creative for Facebook, Instagram, Facebook Blue App and Oculus. There are a total of four films, including one directed by pop-R&B icon FKA Twigs.
The campaign seeks to connect with these users by depicting true stories of how Facebook apps have connected skateboarders around the world and how the sport has evolved with the help of Facebook technologies and platforms. All the campaign assets share the overarching theme “We change the game when we find each other.”
The films were shot over 17 days and across four continents. 'Skate Nation Ghana' for Facebook Company, created by a collective of four directors from Daniel Wolfe’s production company Love Song, tells the story of how Joshua Odamtten learned to skate by watching videos of Chris Cole. Odamtten eventually launched Skate Nation Ghana, a community to bring skateboarders in Ghana together.
'No Comply' for Instagram was brought to life by French filmmaker Yann Demange. It showcases how Instagram has brought together skateboarders of different backgrounds from around the world and inspired them to share their own unique takes on the popular 'no comply' skate trick.