• by August 26, 2008

This roxy /schick quattro contest asked young women to film mini-documentaries about themselves and upload them to a site called Follow Your Heart. Videos were put to a vote, and the winner received $10,000 and the chance to represent Roxy, the women's brand of Quicksilver, the surfing apparel company. The graphics and tone of the call-to-enter eschew a clichéd, preachy empowerment message, instead going for bright, cheery and goofy graphics and copy that reflect the target. Sticky features include a "send to a friend" option and a quiz about discovering the right future for you. The lighthearted style and social consciousness gracefully blend with the Roxy logo and brand message.