FTC Admongo
Teaching advertising literacy to kids through gameplay
Everyday the average kid is exposed to more than 3,000 ads over an ever-expanding variety of media. The FTC wanted to provide kids with the skills and info they need to understand an ad, and how it talks to them.
We proposed teaching through a mode kids often use - an online education video game, augmented with classroom materials. We talked with tweens and tested early versions of the game, and instantly knew we were onto something good. After a year of preparation the tween world was ready for the release of Admongo.
The game created immediate buzz upon launch, and was included as part of the school curriculum across the country, reaching 100,000 teachers and millions of kids. Admongo garnered over 180 million impressions, including appearances on The New York Times, the Today Show, NPR, Good Housekeeping, The Chicago Tribune, as well as other local and regional media outlets.
For all of those, and other reasons, this was an incredibly cool project. And, arguably the most talent I’ve ever worked with at once. Full disclosure, not one of us knew exactly what we were doing, but we rocked this. Then again, this team probably could have accomplished anything – specifically Will McHenry and Fady Sadeq. They owned this piece – I’m only showing it here to one day prove I worked w/ them!
Also including a bunch of Will’s illustrations to make sure it lives on. ( You’ll also find alternative directions and production assets below. ) Fady was the architect, and Marc ran the show - magnificently. We also had a top-notch account team.
I worked on the initial game strategy and story development, user flow, level designs and user interface design – probably messed up some code somewhere during development I’m sure!
Team
Marc Dionne
| Executive Creative Director
Andrew McClellan
| Creative Director
Will McHenry
| Art Director, Illustrator, Developer
Fady Sadeq
| Developer
Kerry Troup
| Executive Account Director
Lisa Dreish Miller
| Account Director
Megan Moran
| Account Executive
