My role

Head of User Experience

Helping to translate initial concepts into digital execution ideas. Establishing and maintaining the direction all UX and Interaction Design activities.

Approach

Experience Design

As part of a multi-agency project team, the digital team worked closely with conceptual creatives to develop the overall campaign as well as identifying opportunities and routes for delivery.

The website had several roles – initially it gathered entries, with would-be participants needing to solve a number of cryptic puzzles in order to even submit their entry. Print and out-of-home display helped to drive traffic to the site, through swathes of horrible terms and conditions.

Once the participants had been chosen, audiences could browse their profiles and speculate on who had what it took to win, along with a countdown to the event.

During the competition, the website hosted a live stream, supported by a host of other digital touchpoints. Audiences could play God and decide what kind of devilish weather the competitors were blasted with –  blizzards, downpours, wind and heat,

Flows, sketches, wireframes and screen designs were produced for all phases of the website, designers working alongside developers to explore technical proof-of-concepts.

The public could watch in real life or follow the competition via Twitch. Viewers gave up sleep to watch the billboard, supporting and speculating about the people on it, turning them into reality stars.

The winner remained on the billboard for 20 hours, 45 minutes, and won a Tomb Raider-inspired holiday.

Results

A huge hit with the public and juries alike, the campaign picked a brace of awards including 18 Cannes Lions and was subsequently voted Campaign’s Creative Experience of the Decade.

3.5m

views in 24hrs

1,000

weather votes every hour

8minutes

average dwell time

90+

awards

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5 Gold, 9 Silver and 6 Bronze

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4 wins, including the Grand Prix

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Grand LIA, 3 Gold, 4 Silver, 2 Bronze

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2 Gold

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3 Gold, 4 Silver

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2 Gold