Project: Missy Elliot Respect ME website
Agency: Wunderman Interactive
Writer: Inger Nordby
Art director: Simon Milliship
Designer: Nicky Cunnigham
The judges applauded the way Wunderman Interactive placed community at the heart of its interactive idea for the launch of Missy Elliot's new clothing range for Adidas. Wary of the cynicism surrounding celebrity tie-ups with brands, the agency put the idea of "have your say"at the campaign's core, using the proposition "the ME I can be" to encourage users' sense of individuality.
In the first three months, 2,000 females aged 14 to 22 joined the community, and more than 190,000 visited the site.