For their milestone campaign, BeReal sought to move beyond the app mechanics and discuss the philosophy of "truth." They tasked Origo with visualizing the conceptual tension between who we are online and who we are in nature.
We usually only show illuminated side, but the true and mystery of a thing lies in the shadow. The split graphic represents that moment of required vulnerability.
Authenticity is not a feature; it is an act of courage accepting the shadow as much as the light. We believe that in a world obsessed with manicured perfection, the most radical and lasting act a brand can commit is to embrace the honest, unpolished truth.
We avoided literal user-generated content entirely. Instead, we used high-contrast, abstract celestial imagery to speak to universal themes of exposure and mystery.
The campaign ran on billboards in major capitals with zero copy, using only the split moon and the logo, inviting profound curiosity and introspection.
The campaign successfully cut through the noise of conventional social media advertising by daring to be silent and symbolic. It forced the audience to stop and interpret the symbol, deepening the emotional connection between the user base and the brand's core mission of promoting true connection.
