This was a wonderful, sort of massive but also sort of small project for BBDO, and Diageo. Hundreds of small sites, strewn across the web, pointing out life’s annoyances and letting the Red Stripe Ambassador say “BOO” to them. All of the sites were interlinked, drawing you into the web of sites, and the users could, of course, submit their own. That was a pretty wonderful little touch, right there. We also, of course, bought search terms around each of the 100 or so sites, so people could stumble upon the campaign whenever they were thinking of one of life’s little annoyances.