Israel's Anti-Drug Authority, along with agency McCann Digital Israel, makes creative use of Facebook Timeline's design, which splits your profile evenly down the middle.
A real user profile for "Adam Barak" compares pictures of the fictional character, with one side of the profile depicting his life when he taking drugs, the other, when he isn't.
The photographs are of the actual copywriter on the project, Daniel Barak. Facebook Timeline isn't officially open to brands as of yet, but by cleverly disguising a campaign as a real user profile, the agency might be able to circumvent any problems from the Facebook policy police.
For more on this work, visit Creativity -Online.com.