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Reddit is one of the more unique social media sites, valuing anonymity, forum-based discussions and an almost infinite number of subreddits for different interests.
Reddit wanted to focus on the community aspect of its site at this year’s Cannes, partnering with Giant Spoon to create the Reddit Explorers Club activation. The activation integrated Reddit’s “Find Your People” campaign, memes, the Reddit rhetoric and highlighted various campaigns that were unique to the Reddit platform and format. Charlie Williams-Brown, creative strategist at Reddit’s Karma Lab, and Ian Grody, executive creative director at Giant Spoon, spoke to Adweek about the activation.
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