Each t-shirt was printed with a single frame from an animated short about a pair of friends and their attempts to make a giant pair of lips smile.
Each recipient received instructions to upload a photo of themselves wearing the shirt to a website. The campaign had 100% participation and all the frames were stitched together to make the finished film.
Client: Guy Duncan, global group content director
Agency: Ogilvy & Mather, New York
Creative: Calle Sjoenell, Corinna Falusi, Abe Baginsky