The Israel Anti-Drug Authority knows a thing or two about appropriation. A new campaign makes brilliant use of Facebooks' latest (and greatest?) mutation, Timeline. While many of the “advancements” Facebook has implemented over the years has been met with much ire from the social networking community, Timeline is being universally embraced for it’s logical design and intuitive feel. And what the IADA has done with that advancement is nothing less that inspired.

The IADA Timeline follows two separate paths of a fictional character, Adam Barak: a year with drugs and a year without. As you follow his descent/ascent over that year, you glimpse into the parallel world Barak inhabits, side by side. A slovenly workspace rubs shoulders with a tidy one. Awaking alone next to a dumpster, aligned with awaking in bed, with a happy partner to boot. Decay next door to direction. Sadness next to success.

The effect is unsettling, but definitively impactful.

Thanks to Hello You Creatives for posting this and making us aware.



Links to consider:

http://www.facebook.com/Antidrugstimeline

http://antidrugs.org.il/

http://helloyoucreatives.com/post/15340887690/drugs-on-a-fac...