Prongles™
(formally Cards Against Humanity)
The problem
If Donald Trump, Madonna, or just being an American has taught me anything, it's that you can ALWAYS reinvent yourself. Digitas helped Cards Against Humanity do just that, reinventing themselves and pursuing their REAL passion: dominating the global snack food industry with a revolutionary potato chip.
The solution
Create an online experience that reflects this new venture's commitment to bold thinking and even bolder flavors.
The direction
Imagine you're a designer who wakes up after being frozen in a block of ice ("hey, this sounds like Encino Man..."). You have all the style & tastes of the mid-90s, but all the tools of today.
Flexing my maximalist muscles and hat-tipping to brutalism, I threw out my grid and purposely designed a cumbersome to navigate, loud, clip-art-filled site meant to invoke memories of dial-up modems, when cereal mascots dominated and every day was a Saturday Morning.
The result
originalprongles.com
Concept, design & hand off in 4 (!!!) days
Rapid-prototyped to communicate the brand's attitude
Utilizes Blackbox e-commerce platform
Downloadable wallpapers
Bad usability. Good user experience.
Fans went nuts.
24 hours: live voting topped 300m
Dark Web accolades on Twitter
