With the objective of increasing brand awareness for the Flip video camera outside the US, the common factor across all the target markets was the high Facebook penetration. So a social campaign was created to let people experience for themselves the benefits of the camera and evangelize the brand. Facebook users were able to replace their static profile pictures with moving, speaking profile videos. 700,000 users flipped their profile with videos viewed over 5 million times per day• An average of 50 profile videos were uploaded every minute, total reach across users and pages exceeded 21 million.

To boost awareness of indoor UV and increase usage of Neutrogena Ultra Sheer, the world's first lenticular web banner was created, instructing users to tilt the screen away, out of the direct UV glare of the computer screens, revealing a hidden message. The lenticular banner garnered a higher-than-average click-through rate and 350,000 impressions in 5 days.

The challenge was to enable working men to spend more time on the FHM website and gain more exposure for the magazine's content. A widget was created to detect movement in the user's background and automatically mask the website with a work-related document – as if the user is hard at work.