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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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    Thursday
    Feb042010

    Smarties site interface

    the challenge: to re-engage older children and young teenagers with the Smarties brand

    the creative strategy: to create an interface that was engaging, fun, and unexpected in a way that made product the hero – creating a place that (in conjunction with content provided by other agencies) our target audience would spend time with, return to, and share with friends 

    the execution: we created a dynamic and fun interface that functioned as much as a game as an interface – in order to get at content, users had to sweep away virtual Smarties and engage with the interface, and in doing so would likely initiate a competitive game built into the interface, spending significantly more time with the brand and product

    the result: two years and agencies later, the interface is so popular and innovative that the client is still using it as the basis of Smarties.ca, continuing to add new content from other vendors

    the team: Ryan Hryciuk (AD), Josh Haupert (CW), Scott McKay (CD) at MacLaren MRM

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