Facebook Portal captures real-life grandparent relationships

U.K. campaign from AMV BBDO focuses on shared experiences

Published On
Oct 22, 2021

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Throughout the pandemic, families have used technology to connect. But even now people are beginning to resume normal lives in some countries, a new U.K. campaign from Facebook Portal sets out to emphasize its continued role in helping families share experiences. 

The campaign, promoting Portal Go and Portal+, was created by AMV BBDO, which together with Facebook commissioned research that shows that nearly two million U.K. grandparents only see their grandchildren once a year. Obviously that’s been exacerbated by pandemic lockdowns, but now, even though families can meet again, many are separated by geography. 

Director Joanna Nordahl captured real British families for the campaign; for example, in the first ad, a grandpa waits the whole day until he receives a call from his granddaughter after school to tell him she’s won a gold star for spelling "cucumber."

The campaign will be further brought to life across Facebook’s owned and organic social channels with a collection of short films developed by VMLY&R. It also includes a hyper-local activation in Bournemouth, where messages of love from grandchildren will pop up in digital out-of-home placements all over the town. 

The creative work follows a media partnership with broadcaster ITV, which saw Facebook Portal taking over the channel's programming on Grandparents Day in early October.

"This campaign shines a light on how important the relationship between grandparents and grandchildren really is," said Aaron Hoffman, director of international marketing at Facebook Reality Labs. "There are incredible mental and physical benefits the bond between these two generations can unlock when they’re able to connect more often.”

Credits

Date
Oct 22, 2021
Client :
Facebook Portal
Agency :
AMV BBDO
Head of International Marketing :
Aaron Hoffman
Creative Director :
Stephania Silveira
Brand Manager :
Sarah Kirchner
Program Management Lead :
Matt Cresswell
Integrated Comms Strategist :
Marianne Seye-Precetti
Head of International Comms :
Sinead Purcell
Programme Manager :
James Faupel
Creative Director :
Stephen Klinck
CCO :
Alex Grieve
Deputy ECD :
Toby Allen
Deputy ECD :
Jim Hilson
Creative Director :
Neil Clarke
Creative Director :
Jay Phillips
Films Team :
Neil Clarke
Films Team :
Jay Phillips
Digital & Social ads :
Neil Shanlin
Digital & Social ads :
Julia Merino
Digital & Social ads :
Anthony Eagle
Digital & Social ads :
Michael Jones
Digital & Social ads :
Thomas Hazledine
Agency Planner :
David Edwards
Agency Planner :
Alice Aldridge
Agency Account Team :
Richard Moloney
Agency Account Team :
Charlotte Oram
Agency Account Team :
Imogen White-Thomson
Agency Account Team :
Elliot Falconer
Agency Producer :
Nick Godden
Agency Producer :
Caroline Jemirifo
Agency Producer :
Ian Whittle
Agency Producer :
Kirstie Johnstone
Agency Producer :
Louisa Frost
Agency Producer :
Kim Marshall
Agency Producer :
Sophie Alliott
Agency Project Management :
Emily Turpin
Agency Project Management :
Vaishali Vaghela
Agency Project Management :
Rosanna Goodband
Business Affairs :
Michelle Holmes
Agency Design :
Chris Chapman
Agency Design :
Richard Holgate
Agency Design :
Dan Mead
Agency Design :
Ian Mills
Agency Design :
Simon Dilks
Production Company :
New-Land
Production Company :
LouLou Productions
Production Company :
Flare Studio
Director :
Joanna Nordahl
Production Co. Producer :
Jen Gelin
Post-Production Company :
MPC
Audio Post-Production :
Wave Studios
Photographer :
Kitty Gale
Social Agency :
VMLY&R
Media Agency :
Mindshare
PR Agency :
H+K Strategies

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