The Gallery of Groups
Celebrating Facebook communities.
The brief
Generate positive conversation about Facebook during a sustained period of negative news.
The strategy
Facebook was becoming faceless — it needed humanising. Unearth, celebrate and showcase the amazing, diverse communities who found each other through the platform, giving space for their stories to show how Facebook had been instrumental in creating 29 million groups where people genuinely connect.
The idea
The Gallery of Groups — the first-ever UK Facebook exhibition, showcasing the communities who found each other on the platform. Six inspiring groups were identified, filmed and exhibited, from Very Old Skateboarders to sausage dog lovers and Quidditch players, with the admins who make it all happen given a voice.
The results
The most-viewed clip on BBC News Online, the subject of a five-minute piece on BBC London TV, and viewed over 5 million times on Time Out London's Facebook page alone. 50 pieces of coverage generated, including half of page 3 of The Times.
Credits
Client: Meta
Agency: Hope and Glory