The objective was to contemporise the Wendy’s brand and generate buzz and engagement among 16-35 year olds. To do so, we introduced the animated Smart Square character, and created rich flash ads, viral videos, downloadable applications, a social network, and a community-building presence on MySpace.com.We created an integrated campaign for Wendy’s consisting of an unbranded teaser, viral ads and video followed by a fully branded ad and microsite programme.