Describe your nominated project—give us your elevator pitch.
Halloween is an important date on the calendar for any candy brand. The target audience of teenagers are also notoriously fickle and difficult to target, constantly glued to their mobile devices, and jumping from platform to platform. Our idea was to create original content for the popular social media app, Instagram. To make it truly original we created a choose-your-own-adventure game in the form of a Haunted House where you had to save your lollipop from an unspeakable fate.
What made your project stand out in your industry/field and unique from the rest? What obstacles did that present and how did you overcome them?
Using Instagram’s user experience as is we devised a choose-your-own-adventure game in the form of a haunted house. You could explore the house and die many gruesome deaths in your quest to find and save your lollipop girlfriend. We fully exploited Instagram’s functionalities, designing each room in a different user profile and linking them to others by tags. We also created entertaining horror microfilms among hundreds of different assets.
When did you first know that this work was going to be something special?
When we laughed our asses off at the videos. The level of craft felt pretty high. That makes the search for the content rewarding.
Advertising that is unique and native to the content and experience of a social site. Platform agnostic— enter any and all social media that best exemplify your work.