In order to communicate the new positioning, we sought inspiration in one of the most iconic elements in the digital world: the post.

The post unites real life to digital life. It is an online extension of the best things we experience and do off line.

To tell this story, we used nearly 1800 posts that transformed themselves into frames of what we called “Life behind the post”

“Life behind the post” is a stop motion video that uses the Facebook interface as an animation platform.

The starting point was the way in which people navigate the Facebook interface using their mobile phones, making the screen scroll dynamically as if it were a strip of film being projected.

Several studies were made in order to determine the best frames-per-second rate (or posts per second), the type of content that people most identify with and which forms best reinforce the stop motion effect.

In total, more than 1800 posts were used to construct the narrative.

The main output of the project was a video – shown on Facebook, YouTube, gateways and the brand’s own site - but people could also access the page itself in Facebook, with all the posted content.

In total, the campaign reached almost 65 million people.

In the first ten days of the campaign the video was viewed by almost 12 million people on Facebook, YouTube, gateways and the brand’s own site.

The average rate of engagement was 2.8%, taking into account interaction on social media.

Considering the total number of people impacted and the amount of interactions that took place, the campaign met the initial expectations of the briefing, as much in terms of engagement as in scale.