2013 Results

CAT 25 - Social Networks (BC)



Musée de la Grande Guerre du Pays de Meaux: "Facebook 1914"25-00786-BC

Agency (& City): DDB Paris

Creative Director(s): Alexandre Hervé

Copywriter(s): Jean-François Bouchet

Art Director(s): Emmanuel Courteau / Alice Labau

Community Manager: Marion Meyer

Community Manager: Jean-Christophe Graebling

-: Special Thanks To Jean-Pierre Verney/Historian/Specialist Of Ww1.

Short explanation

On facebook, people say everything about their life. Their carefree, peaceful life. So we thought :
what if facebook had existed in 1914 ? Imagine what they would have posted ! So we did not
create a usual brand page about history, but a page looking like a real user profile. The profile of
an ordinary young man torn apart from his family and thrown into WW1 slaughter. And we told his
everyday life through hundreds of posts and documents. We turned history into a human story
with twists and turns, day after day, week after week, to immerge the young generation into that
terrible period.
With little money, we could not rely on paid media to achieve our goal. To get the attention, we
needed a brand new way of talking about history. With social media at the core because this is
where the young people spend so much time. We also had to convey the shoulder-high vision
which is specific to the museum. And, if possible, to put the museum collection on the foreground.
So Facebook 1914 was exactly what we needed.


The Museum of the Great War opened in 2011 with a double aim : to offer a new vision of World
War 1 (a more «shoulder-high» vision), and of course to promote the duty to remember. That is
why they wanted so much to connect with the young generations.
Now, it is a fact : in France as in many other parts of the world, the young people spend more time
on the social networks than... in war museums. So we had to find a new way to get them
interested in WW1. And Facebook seemed to be the perfect place to target them.