Facebook was going through some of the hardest moments since the platform launched — the public had lost trust in the brand and the perception was somewhat negative. However, not all associations were negative when people thought of the platform.

Based on its positive values, and looking to encourage caring behavior, we created animated cards featuring fun and playful compliments that users could tag their friends in or share to their wall. The goal was to spread a little kindness on the platform and it was a big success.