Facebook: Survive

Facebook: Survive

Almost half of America’s small businesses at the heart of their communities were at risk of closing during the pandemic. Facebook set out to remind its members that when you buy small, you buy into something bigger.

‘Survive’ told the story of a legendary Irish pub, Coogan’s, in Washington Heights that had been a local haunt for decades.

In OOH, we heroed local businesses at the heart of their communities, featuring quotes from those who love them.

To help share support across social, we launched a series of Instagram stickers that acted as donation drivers.

The second film in the campaign had a different spin, highlighting the eclectic ‘Street Spirit’ that small businesses bring to East Austin, and created entirely through real signage found in local streets and businesses.

Credits: Felix Ritcher (CCO), Thom Glover (CD), Kia Heinnen (CD), Dustin Tomes (CD), Jono Paull (CD), Curt McDonald (Creative Partner), George McQueen (ACD), Tom McQueen (ACD).