Obsess Together

At the end of the most challenging year in modern history, people were exhausted and looking for escape. We discovered that Facebook Groups had become the happy place people were seeking—for relief, and for some much-needed laughs. From this insight that people want to escape, and a deep dive into many Groups, it dawned on us: people in Groups are obsessed with the Groups they're in.

"Obsess Together" was created to bridge this gap, combining digital storytelling with tangible business support. Fandoms, alternate realities, odd hobbies, and the most-obsessed-over interests all exist in the ever-expanding universe that is Facebook Groups. The campaign celebrated the idea that Groups help us find people who love what we love, inviting people to find their own safe corners of the internet, spend as much time there as they damn well please, and encourage all their friends to come play.

We delivered a truly mobile-first approach that didn't just tell an obsession-worthy story, but immersed our audience within it. A rich mix of thumb-stopping videos, moving posters, AR filters, playable ads, and 360˚ experiences made up the campaign, treating Facebook Groups as modern-day, members-only social clubs where things get pretty damn fun.