Campaign promoting coconut water as a remedy for hangovers (The More You Know™).
The print ads feature notorious party girl socialites exercising their socialite-ness, often after a night of exercising their party girl-ness.
The Facebook app uses facial recognition to temporarily censor tagged photos uploaded past 12 am, until 9 am the next morning when the tagged person is then able to approve the photo. Otherwise, the censor remains. Because your mother was right - nothing Facebook appropriate happens after midnight.