HEADLINE HEIST
My Roles: Concept / Copy / Art Direction
PROBLEM
According to a recent study, baby boomers share 7x the amount of “fake news” online than younger generations—contributing to the rift between many young adults and their parents caused by opposing views on political and social issues.
CHALLENGE
We want to empower young adults to start productive conversations with their parents about the news, the fake news, and other tough, divisive topics. 
CONCEPT
We bring back family game night. Get ready for a brand new party game that lets players of all ages experience the thrill of deploying, debating, and debunking clickbait in a safe, non-confrontational environment.
Young shits 2020 - Professional runner-up
The Game

Like my dad always says, “you gotta learn by doing.” So we’re going to do fake news. Players will get a first-hand look at how easy it is to make clickbait and the importance of surfing and sharing the internet with a discerning eye.

Picture it: you've just finished dinner with the fam. You've managed to skirt any topic besides the weather, sports, and The Masked Singer. You're bored with Pictionary, you don't have 17 hours for Monopoly, and the couch is too comfortable for Charades. Fire up the devices, folks - it's time for Headline Heist!


Can you dig it?

There are two ways to earn points. 
1. Fool your friends with a fictional headline.
2. Share the real headlines.
During the third round, players who need a boost will have access to a special power-up:  Headline Hero. This will fact-check the "articles" and shed some light on which ones are real and which aren’t.
Take it to the 'book

Did you write a winner? Show everyone you've ever met!

At the end of the game, players will have a chance to share the best headlines to their real social accounts. 

Not only will this extend the fake-news conversation to a new platform, but it will stir up some good organic buzz.
Party Favor

Afterwards, all the players will be able to download a real-life version of the third-round power-up: our browser extension and app, called (you guessed it!) Headline Hero. 

Partnering with Snopes and led by a team of smart, trustworthy, and hopefully Swiss fact-checkers, we’re giving people a tool with which to share safely. It will validate news articles and alert users when things look phishy.
out-of-home
GIF KEYBOARD

Did someone just text you a bit of fakery?

Hit them with a BOGUS gif. 
PRINT
Concept / Creative / Trailer: Ben Estus
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