Vanderbilt Children’s Hospital was looking for non-traditional ways to support their brand positioning: You’ll do anything for your child. So will we. This project was created as a playful way to engage with parents and children through a meme generator.
People initially accessed this through online expandable banners that allowed them to select words and background colors to create their own custom meme, which was automatically populated with a kid-like illustration. With 37,000 word combinations, the possibilities were virtually endless.
The resulting social media posts linked to a microsite where friends could create and post their individualized meme. The site had a gallery for all the memes that had been generated. The Children’s Hospital could then repost select memes on their own website.
This project never went live but won a Gold Addy for unpublished work.
Interactive/expandable web banners
Strategy, concept, writing, design, and illustration