Although this event was canceled, I like to think that my illustrated phone characters in this approach would have gone viral and adored by the target demographic. The concept was to illustrate a phone that reflects the characteristic of its owner, and show them preparing for the texting championship together in their own unique way. The campaign would rotate different personalities (geeks, jocks, artists, beauty queens, musicians) to target a wide range of participants and to show that everybody has a shot at the $1,000,000 prize in Vegas.

*Other campaign approaches can be found in the Fun Pile