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About

About

extraordinary22.com
Published:
Diet Coke
 
Extraordinary 22 is an integrated campaign that features Taylor Swift as their spokeswoman. The digital work is based off of the tv spot in which Taylor's fans sing along to "22". To continue the experience, the website allows fans to submit photos that are inspired by the lyrics from “22”. Every 22 hours, winning photos will be announced, and Taylor Swift concert tickets will be given away.
 
We worked with typographer, Jon Contino, to bring life to the song lyrics. We also concepted different platforms to house the submissions. These concepts became a more straightforward website. However, we created a quirky grid system to break away from the usual photo submission gallery.
 
Agency: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Creative Director: Hannes Ciatti / John McKelvey
Creative Mutant: Jen Lu
Designer: Devin Croda / Mark Yoon
Copy Writer: Colin Lord
UX Designer: Eileen Tang
Executive Producer: Lindsey Slaby
Producer: Justin Durazzo
Strategist: Eric Tsai
Production / Design: Modern Assembly
Typographer: Jon Contino
 
The original website concept was a living, breathing work of art that grows with every user submission. The typography was designed by Alex Trochut.
 
 
These prototypes from Modern Assembly show how the original concept would work.