The assignment was to create awareness to university students about half.com, where they can buy their text books as well as novels, DVD's and CD's. The insight we had, was that kids like to overindulge, whether it's beer, pizza or clothing. When given a discount, they will just buy more. We took this notion and cautioned them about the many perils of overstudying. Saying that just because half.com is cheaper, it doesn't mean you need to buy more text books, that you can use your savings and buy something else, like a DVD.

We launched the campaign to coincide with the start of the school year, concentrating the campaign on the web, where students spend the majority of their time. We created 2 minutes of animated webfilms that showcased tales of students that overindulged in math, history and political science. These precautionary tales were then continued as comic strips, in school newspapers, and T-shirts and coasters passed out around school. The characters we created were turned into icons that kids could download. We also used Facebook and MySpace as a forum for kids to pass along the stories and create their own.