Somewhere out there is a kid that brushes off viral videos and megasites. We had to find him. We had to live in the moment like he does. Believe in taking down the system like he does. And there’s no bigger system than Google. We discovered what kids are searching for through meticulous creative research. Using these insights, we invented a new method of purchasing adwords for searches nobody else was buying. For each search we delivered an optimistic message in a tailor-made dot com. We created a network of 100 dot coms, each with wildly creative content that encourages that kid to stick to his convictions.
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