Campaign Strategy / film / Design
As Frank Sinatra sings, we really do have the world on a string. Or rather, on a device held in the palm of our hand. We were tasked by Yahoo! to develop an integrated awareness campaign targeted at Millennials that positioned their suite of mobile apps as a more intuitive means of approaching life. So we threw a nod to the classic song by taking viewers on a fantastical journey experienced through the eyes of a Yahoo! user. Through beautifully detailed animation, we used various new Yahoo! apps, such as Mail, Finance, Weather and Search, and brought them to life in an unexpected and whimsical way to show just how much we have the world “on a string.” The film, titled “What a World,” also introduced a brand-new audience to the original tagline, “Do You Yahoo!?” “What a World” launched in cinemas in 2015 ahead of the biggest blockbusters of the season — Star Wars: The Force Awakens and The Hunger Games: Mockingjay, Part 2.