The most important thing you can be is a friend. Whether you are backing them up in a karaoke booth, making them soup when they are sick, or just laughing at their dumb jokes. We are all someone’s friend. What kind you’ll be is up to you. We launched Facebook in Japan by reminding the nation of the importance of friendship. The campaign consisted of TVC, online films, out of home, train stations, and the worlds-first integrated 5-screen experience at Shibuya crossing, as well as a rather large amount of content on Facebook.