The pieces show people trapped within a shape that suggests the “F” for Facebook, the largest social network today.

Our main element is people illustrated in the shape of the “F” for Facebook, the larges social network in the world. Several illustrators from around the world were invited to participate in the project, and each poster presents a different character. In addition, we chose a positioning that is unconventional in our element, but it actually follows the same alignment of the Facebook icon, enhancing the reference and integrating design elements. For the typography, we chose a handwritten font, precisely to create a counterpart between real life and life on social networks.

In addition to increasing the distribution of the City Guide by 30%, the campaign drew the attention of the public and the media to this modern life concern. And we reached far beyond what was expected. Even if initially they were only simple posters, our campaign appeared on many sites and blogs and influenced memes on Facebook itself.