The archive · Content & Film · Marketing decision · 2020s
Facebook's Never Lost turns fresh COVID footage into community help
Droga5 made a found-footage film in seven days to connect Facebook's Community Help feature with a crisis-era mood.
Facebook · Droga5 New York
What it had to solve
The world had changed drastically, and Facebook needed to promote its Community Help feature while reflecting the best of people's responses to the crisis.
How it works
COVID-19 changed how people lived and revealed new forms of human connection. Facebook needed to promote its Community Help feature without making the message feel detached from that reality.
Droga5 New York responded with Never Lost, a found-footage film set to an excerpt from Kate Tempest's People's Faces. The team made it in seven days, with footage shot less than 24 hours before release. The film reached 205M+ online views, sent 358K people to the help page and lifted Facebook sentiment by 95%.
Why it lands
- The campaign made a utility feature part of a wider emotional story about people finding one another.
- Using footage captured immediately before release gave the film unusual proximity to a fast-moving crisis.
- The music and found-footage format turned a product message into a piece of culture people could feel.
What it did
The film achieved 205M+ online views, drove 358K people to the help page and increased Facebook sentiment by 95%.
What you can take
When a crisis changes the emotional context, fresh real-world material and a precise piece of music can make a product feature feel like part of people's lives.
Since then
The supplied D&AD archive page records the film's reach, help-page traffic and sentiment lift, but does not describe a later continuation or commercial result.
Sources
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