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Give It A Ponder

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2010

Mobile harassment is a serious and growing problem among teenagers, with millions of mean texts and inappropriate photos sent every day. To address this problem, we created an integrated campaign that asked teens to stop and ‘give it a ponder’ before texting. The campaign came to life with the help of James Lipton and the iconic motion of stroking one’s beard while thinking, or pondering. The effort was seen online, on television, in cinemas, on posters and in a first-of-its-kind video chat plug-in that allowed users to grow a beard in real time.

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