To celebrate Facebook reaching one billion users, we were tasked with writing and launching the company's first ever piece of public-facing brand communication. After nearly six months of intense, secretive development with Mark Zuckerberg himself, we turned to the esteemed and incredibly talented Alejandro González Iñárritu to bring our idea life. Members of Explosions In The Sky created the score in their hometown of Austin, Texas. The final piece that all these talented individuals came together to bring to life ended up becoming the much maligned and heavily ridiculed "The Things That Connect Us" – also known as "Chair." Here it is!





For the launch, posters were screen printed and placed all over the Facebook campus.







"The Things That Connect Us"
CD Partners: Danielle Flagg & Eric Baldwin
Copywriter: Erin Swanson
Art Director: Brad Trost
Director: Alejandro González Iñárritu


"Likers Gonna Like"
CD Partners: Danielle Flagg & Eric Baldwin
Creatives: Jeff Kling & Jeff Williams
Design: The Facebook Analog Research Laboratory
Director: Alejandro González Iñárritu


-The Mashable parody that launched just hours after "The Things That Connect Us" went live.
-"Behind Facebook's Emotional Ad From Wieden & Kennedy" in Ad Age.



To celebrate Facebook reaching one billion users, we were tasked with writing and launching the company's first ever piece of public-facing brand communication. After nearly six months of intense, secretive development with Mark Zuckerberg himself, we turned to the esteemed and incredibly talented Alejandro González Iñárritu to bring our idea life. Members of Explosions In The Sky created the score in their hometown of Austin, Texas. The final piece that all these talented individuals came together to bring to life ended up becoming the much maligned and heavily ridiculed "The Things That Connect Us" – also known as "Chair." Here it is!





For the launch, posters were screen printed and placed all over the Facebook campus.







"The Things That Connect Us"
CD Partners: Danielle Flagg & Eric Baldwin
Copywriter: Erin Swanson
Art Director: Brad Trost
Director: Alejandro González Iñárritu


"Likers Gonna Like"
CD Partners: Danielle Flagg & Eric Baldwin
Creatives: Jeff Kling & Jeff Williams
Design: The Facebook Analog Research Laboratory
Director: Alejandro González Iñárritu


-The Mashable parody that launched just hours after "The Things That Connect Us" went live.
-"Behind Facebook's Emotional Ad From Wieden & Kennedy" in Ad Age.