Leveraging Twitter and Tumblr, we created a cheeky microsite that enabled anyone to personally cheer up a disgruntled stranger and spread a little holiday cher.
Participants from over 90 countries created Haikus. Some of them super sweet, others absolutely hilarious.
Creativity International Award - Honorable mention
Bees Awards - finalist for best innovation
Creative Direction / Advertising / Concept
Users scroll through a live feed of cranky holiday Tweets from every corner of the world. They select a favorite and craft a response Haiku. After choosing a festive background, they preview it and send it off to the Humbug. Once submitted, the Haiku is instantly uploaded to the Tumblr gallery and a link to view it is sent to the Humbug via the Twitter handle, @Haikus4Humbugs.
Recipients received a tweet telling them about their haiku and were directed to the gallery.
Moderation was built in and reflected the fun tone.
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