Advertisers were spending the bulk of their budgets on TV, even as audiences had moved to mobile. The data on pairing Facebook with TV for better campaign effectiveness was clear. The behaviour change wasn't.

The audience was advertisers and media planners, the people deciding where the budget went. The category convention for talking to them was charts, stats, and platform-efficacy decks. Effective for the analysts, easy to scroll past on a phone.

The work reframed the pitch as a love story. Facebook proposing to TV. A courtship across mobile-first formats, with Facebook making its case in scenarios any advertiser would recognise as the language of the brief: better reach, better targeting, better outcomes when the two work together.

The campaign was built natively for the platforms it was selling. A Facebook ad with the proposal. A Canvas execution that used the format's own capabilities to demonstrate the pitch. Instagram Stories with stop-motion clips bringing the courtship to life. The medium argued for itself.

Originally made for Singapore. Picked up by other markets across the region who ran it as their own.

B2B creative for a global tech platform, made mobile-first, built to land where the budget decisions get made.