McCann Digital Israel is running a clever campaign for the Israel Anti-Drug Authority using the new Facebook Timeline feature. As far as I know it's the first campaign use of the Facebook Timeline. They've created a fictional profile for Adam Barak and shows a photo comparison of a year in his life on drugs vs. a year where he stays clean. The split screen photos shows his downward spiral into addiction (leaving out all the fun parts ;-) You can see the profile here (UPDATE: the campaign violates Facebook regulations on brands using fake profiles and has been removed).
This sort of comparison has been done before, most memorably in the Faces Of Meth posters from the US, but it's a nicely done piece of work. My favorite part is that the photos are of a real copywriter at McCann, Daniel Barak.
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