Brief / objectives: Create a site to support the launch of the Ford SportKa. The aim was to change perceptions of the Ka brand amongst the target audience. Audience: Primarily single males, aged 20 – 27. Their interests are girls, football, Playstation and going out. Creative Solution: Our research revealed only 30% of Ka sales were to men as they thought it too ‘girly’ and cute. Our site, therefore, positioned the Sportka as the Ka’s evil twin. A viral aspect was included showing the Ka’s evil deeds. It became Ford’s most successful ever site.