
Shutterfly
Make it a Thing
The power of transforming everyday objects into treasured memories.
The Opportunity
The Insight
Moist panties are two of the most hated words in the English language. Literally, ranked.
Luckily, Thinx's mission is to rid the world of moist panties forever with its moisture-wicking period underwear.
The Solution
We hijacked the URL and created a 404 page with the message: "Moist panties not found. Thanks to Thinx, moist panties no longer exist." A redirect sent people to Thinx's website where they could grab a pair of underwear.
We drew people to the website with seemingly random and out-of-context wildpostings and social posts.
Shutterfly
The power of transforming everyday objects into treasured memories.
Capri Sun
With water fountains off limits at schools, kids faced a reality of heading back to the classroom with no publicly-accessible H2O.