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Scott McKay is a Toronto writer, creative director, brand response specialist, relatively patient manager, half-baked photographer and forcibly retired playwright.

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    Sunday
    Dec272009

    Smarties "Gimme Colour" promo microsite

    the challenge: to create the online home of a national "design the next Smarties box" campaign – delivering a design tool that was easy and fun for kids to use, as well as giving the contest some emotional context 

    the creative strategy: to combine the Smarties brand, product and colours with all the fun and creativity of being an artist

    the execution: by seamlessly combining Flash and HTML, we were able to cost-effectively build a robust painting/drawing/design tool and still give users a fun experience that engaged them with the brand

    the results: over 25,000 entries were successfully designed and submitted, with loads of positive buzz and publicity based on the microsite's fun and ease of use

    the team: Yunjoo Bacic (AD), Liesa Cummings (IA), Scott McKay (CW and CD) at MacLaren MRM

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