ABSTRACT
The most valuable currencies in the modern world are ideas and attention. As a creative director, their goal isn't just to design a website or an app. It's to get creative directors' idea to spread, and win the war for attention. In order to survive the onslaught of advertising and marketing that are exposed to on a daily basis, people become really good at ignoring messages. If creative directors want to break through the clutter of the thousands of messages blasted with each and every day creative directors have to take a different approach. These are pieces of content that just happen to hit a nerve in popular culture and spread at an astronomical rate. They spread fast and then they disappear. It was a campaign that was built to spread and it did, raising unprecedented levels of awareness for ALS and driving more than $50 million dollars in donations in the process.
