Exopolis/MMA Creative GroupRoxy and Schick Quattro, "Follow Your Heart"http://www.mmagroup.biz/client/FYH/site/Finalist
Contest/Promotion/SweepstakesBil McMillian, creative lead; Eric Oliver, producer/designer; Isaac Rentz, video director; Rex Rude, account manager
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.