To support GE positioning as imagination at work, we originally built a viral site that acted as a virtual napkin.

Here users could draw and jot down ideas in sketch form and send them to their friends via email. This year we expanded the tool to fit the theme "collaboration at work". At imagainationcubed.com users have more tools to draw and express themselves. They can also invite up to two other people to create with them online live at the same place at the same time. To promote this, we created an ad that demonstrated the tool's revolutionary experience. In this spot, a multitude of pens swarm in and sketch a world from their own collective imaginations.

Then a link appears inviting users to try it with friends.