The Salvation Army's Clever Facebook 360 Photos Show Poverty Lurking Just Out of View

Grey's holiday appeal for the Salvation Army in Canada makes impressive use of Facebook 360 photos to give users a more rounded view of poverty.

At first glance, posts resemble typical yuletide fare, with smiling parents and kids wishing their families and friends a Merry Christmas, complete with festive trees and colorful lights in the background.

But when users interact with the ads, they see things from a different perspective. Check out one of the 360 photos here. Below is the case study showing how they worked:

Even without the 360, this next clip encourages viewers to do a mental 180:

CREDITS

Client: Salvation Army

Agency: Grey Canada (with media planning/placement by Mediacom)

Executive Creative Directors: Joel Arbez, James Ansley

Art Directors: Oliver Brooks, Ryan McNeill, Janet Wen

Writers: Mike Richardson, Shirley Yushkov

Account Director: Siobhan Doyle

Account Executive: Kit Kostandoff

Strategic Planner: Jean Claude Kikongi

Producers: Vanessa Birze, Deena Archibald, Sam Benson

Digital Producer: Dominic Barlow

Director of Technology and UX: Marc Cattapan

Production Company: Westside Studios

Director/Photographer: Frank Hoedl

Editorial: Christina Humphries, Rooster Post

Post Production: Fort York

Colour: The Vanity

Audio: Boombox, Cylinder Sound