Anti drugs campaign becomes first ad on Facebook’s new Timeline

A really smart campaign here from Israel’s Anti-Drug Authority that makes great creative use of Facebook Timeline’s design and the way it splits your profile evenly down the middle. It is also appears to be the first brand to use Facebook Timeline for advertising.

It uses the Timeline to show a man’s descent into drugs and shows how his life would be if he were clean.

The campaign uses the Timeline allows of a real user profile for “Adam Barak”, who is a fictional character, and shows his has been on drugs on one side and on the other what his life has been like drug free.

It’s all quite Robert Frost like and the road not taken: it’s pictures of him sleeping rough or being in a comfy bed; enjoying nights out with friends and sitting alone on a sidewalk; and smiling with his girlfriend and being kicked out of the house.

The campaign was created by agency McCann Digital Israel and the photographs are of the copywriter on the project, Daniel Barak.

What’s more they have done all of this and Facebook Timeline isn’t open to brands yet, but as it is disguised to look a real profile it seems to have beaten the Facebook system.

It also suggests some of the powerful things that brands could achieve with the new Facebook timeline pages.

What’s so good about it, what makes it so effective, is that it has depth and achieves more than a poster of a TV ad featuring up junkies and needles.

Although as Ad Week points out some of the photos on the drug side are possibly a little heroin chic and heroin is so passé.