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Anti-drug authority is first to use Facebook Timeline for ad campaign


By The Drum Team, Editorial

January 6, 2012 | 1 min read

Israel’s Anti-Drug Authority appears to be the first brand to use the Facebook Timeline for an advertising campaign, showing the difference in the life of a fictional character from if he was clean to if he used drugs.

The campaign, created by agency McCann Digital Israel, shows on one side the descent into drugs by ‘Adam Barak’, while the other shows what his life would be like if he stayed clean.

It was created on a fake profile page, since the Facebook Timeline is not open to companies or brands to use yet.


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