In a creative social media campaign, media agency McCann Digital
Israel has used the new Facebook Timeline design to advertise for the
Israel Anti-Drug Authority. Utilizing the split-screen layout, they
created a profile for a fictional man called Adam Barak and compared pictures of him side-by-side over the course of a year.
On the left, the photos show a year of his life as a drug addict,
whereas on the right they show a year without drugs. The comparative
photos of Adam display stark contrasts in his appearance and
surroundings, with the drug-free Adam looking happy and successful,
while the addicted Adam seems to have lost his girlfriend, job and home.
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