Abuse of cough syrup is on the rise among teenagers. Instead of trying to curb that trend by creating preachy television commercials, we decided to reach them through Facebook. We created an intense first person experience using Facebook Connect. Each story was custom built dynamically for the user using their Facebook friends, their music tastes and Google street view.
*AICP Next Awards, shortlisted
*Creativity Pick of the Day

The Facebook app was just one piece of our overall digital campaign. The video below describes the entire effort.