Real friends.
Language Lead — TV, OOH, Print, Audio, Cinema, Video, Digital, Social
Joan Jett — Los Angeles, CA
“Real friends.” — Snap Inc.’s first-ever global integrated marketing campaign — was developed in-house by Snap Inc.’s internal creative team. The goal was simple: put a spotlight on the value and importance of the people who love you exactly the way you are.
As the campaign’s Lead Copywriter, I was responsible for writing and overseeing the copy for all aspects of the campaign. Whether it was localizing English into seven different languages, writing taglines, video scripts, social copy, and more, “Real friends.” was the culmination of a lot of hard work by a very talented group of people.
Snap Inc.
Creative Director — Antoine Choussat
Sr. Creative Lead — Jordan Stone
Language Lead — Brian Lee
Brand Design Director — Abe Vizcara
Producer — Jackie Fuhrman
Sr. Project Manager — Lauren Grigsby
SpecialGuest
ECD — Aaron Duffy
Creatives — Gregg Kaysen, Rinee Shah
Words on Friendship — Tease Phase
In mid-July, we surprised the world with billboards, print ads, and radio spots placed in different international markets. Intended to tease the campaign’s official launch in late July, the creative featured quotes on real friendship from luminaries spanning time and continents.
We looked at thousands and thousands of friendship-related quotes before landing on the ones we selected for the campaign. Where possible, the media placements informed which quote we’d use to champion real friendship. So for example, when we secured the rights to the Hand-painted billboard in Gramercy Park, NYC, we moved forward with Marlene Dietrich’s quote below — a nod to both true friendship, as well as the city that never sleeps.
Marlene Dietrich — Gramercy Park, NYC
“I no doubt deserved my enemies, but I don’t believe I deserved my friends.” Walt Whitman — Bryant Park, NYC
“I like people, but for friends, I like few people..” Marilyn Monroe — People Magazine
“The best we find in our travels is an honest friend.” Robert Louis Stevenson — Sydney Airport, Australia
“A friend is one who is always wanting to give, and he wants nothing in return.” Muhammad Ali — Melbourne, Australia
“Because you are my friend, whatever is mine is also yours.” Bhavabhuti — Mumbai, India
#RealFriends IG Takeover
On July 29, 2019, the day before the official “Real friends.” launch, Snapchat “took over” the #RealFriends Instagram hashtag with words on real friendship by iconic figures around the world.
We partnered with over 80 of some of some of the most followed “quotefluencers” to post quotes on real friendship on the same day at the exact same time.
Every post had the same caption:
“Brought to you by Snapchat. #RealFriends”
Real friends. — Core Campaign
On July 30th, the UN International Day of Friendship, Snapchat formally introduced the world to “Real friends.” Spanning video, television, cinema, billboards, digital, and social, “Real friends.” features the words and actual Snaps of over 30 pairs of real friends across the globe. You can check out all the videos here.
Homepage Takeover
