For Target's limited-edition run of Fiorucci fashions, we created a viral site that encouraged teenaged girls to customize and send "smoochie" animated messages. The smoochie lips were Fiorucci's symbol from back in the 1980s, when the brand was synonymous with designer jeans. We created five unique animations, each with a cheeky, madlib-style message (FLIP 4 MY LIPS, HARD 2 GET).
Several of the animated lip-smack messages could be sent directly from a banner, or users could create a custom animation complete with sound and a new message, by visiting the site. The banners were wildly successful, with interaction rates over 90% higher than the retail banner benchmark the client had set.