Our creative brief was to develop an entirely new application brand for this campaign whose objective was to spread the name of the app virally across Facebook.

Stephen Folkes, Nudge Creative Director, said "We wanted a counselling theme with a nice dark, slightly edgy twist. The slightly ironic not- so-reassuring therapist, and the dark palette should keep the (ultimately humorous) feeling of gloomy depression that we should see coming through the user photos. The therapist is asking "why does Toby hate his life?" - you'll show him through your pictures."

As you'll see from the app the Nudge creative team did a great job putting across the gloomy feel Steve wanted.

The app also includes several integration points with the Facebook platform including news feed stories, notifications about comments and a profile box to show off your preferred photo with friends.

As well as brand identity, design and build - Nudge also advised on marketing copy and legal terms to ensure the application could be added to the Facebook directory.

The client is responsible for the street marketing campaign for distributing this app.