Background and brief
Hi Mobile, mainly targeting at young people, wanted to underline the fastness of their new 4G network through a dedicated campaign. Advertising agency Buutvrij for Life came up with More Crap, a campaign that would bring Hi closer to their target group by streaming as many funny, weird or ridiculous videos and pictures as possible, resulting in one big pile of entertaining crap the audience likes to watch. Additionally, the campaign would have to encourage them to create their own crap and share it. Buutvrij asked us to realize this campaign website.
The crap style of the site
Kakhiel joined the club
Results
Based on the creative concept from Buutvrij, we first made a straightforward interaction design. Subsequently, we did a layout using intergalactic cats and rainbow horses—yep, it’s crap! The result is a website that now hosts tons of crap. During the campaign time, the website scraped all videos and pictures from Twitter and Instagram that used the tag #makecrap. Consequently, the website showed a fine selection of crap, crap winners, tutorial videos and one section with all the crap ever sent.
Every week a new challenge
user submitted content
