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Advertisers allocate a big part of their budget to TV, despite the fact that people now spend more time on their mobile, and despite stats which show that pairing Facebook with TV makes for more effective advertising.

So we devised a mobile-first campaign to win over advertisers’ minds — by getting Facebook to win TV’s heart. Originally created for Singapore, other markets were so smitten by the campaign they adopted it too.

We had Facebook proposing to TV in various dating scenarios, promising myriad benefits as a result of their union.

On top of News Feed, we used the latest ad formats such as Canvas to fully showcase the platform’s capabilities.

Stop motion clips help bring the courtship to life.