Harnessing and rewarding creative talent for the benefit of Ann Summers through the development of a website, a targeted email campaign, forum seeding, a 3rd party content deal and eventually a consumer viral. Ann Summers doesn’t have a creative agency. Viral ideas come to them unsolicited and not in response to a brief – driven by the industry’s desire to work on fun, sexy, ideas-led business.We created the concept of an online home for Ann Summers creative briefs – with brand and business information that creatives could use as a resource to develop ideas based on a real briefing process with the assurances of a guaranteed budget.We created a database of agency new business and creative directors – including the top 50 creative agencies but also extending our messaging to media, design, online and industry friends, including known advertising bloggers who would seed the message in advertising forums thereby increasing our presence in industry environments (typing “viral academy” into Google yields 404 mostly very supportive hits).The concept and design of the website and the recruitment and briefing of registered teams was central to the success of Viral Academy. However the ultimate aim was to have great viral content for Ann Summers.Login: cannescyberlions@hotmail.co.ukpassword: cannes2008