The objectives for the 2006 activity were to increase redemption and use Orange Wednesdays as a retention tool for 16–24 year old PAYG customers. We commissioned a series of comic strips from the underground web comic team Explosm, showing a cast of characters in funny and surreal situations based around the offer. We created four rich media executions - all of which invited the user to participate in the strange 'stick world' the characters inhabited. 'Draw' asked the viewer to draw a companion for one of the characters, 'Joe'.