Editors' Choice: LOLA MullenLowe carves idea to celebrate the platform’s ninth anniversary
9GAG, the world´s leading entertainment content platform for millennials, carved the nine most popular memes onto a 24-ton, four-metre high limestone rock and buried it somewhere in the desert for future generations to find. The concept was created by LOLA MullenLowe, who enlisted monolith sculptor Antonio Soler to carve the giant rock.
9GAG, which was founded in Hong Kong in 2008, asked its global audience of more than 150 million people to vote for their favorite nine memes. Over 650,000 users in 100 different countries voted for: Dick Butt, Friendzone, We need AIR support, World vs USA, PPAP, Doge (shiba inu), Salt Bae, Shit just got real and Hardest name in Africa.
“I guess you could say it´s a way to ensure a historical monument to the funnier parts of humankind. It’s a legacy we’re leaving for future generations or whoever happens to invade our planet. A legacy that proves that humans, in addition to smart and serious, are also a really funny species,” says Nacho Oñate, Executive Creative Director of LOLA MullenLowe Barcelona.
9GAG has 72 million monthly active users, 3.7 billion monthly mobile page views and 72% of users who under the age of 24. Users average 16 minutes on mobile. So when its ninth anniversary came around, Lilian Leong, 9GAG´s Chief Operating Officer, wanted to go big. Really big.
"Most people think that ideas online don't last; that they're ephemeral. But we think totally different. We believe the internet is the new platform for the new generation. We don't think that the lives lived online are fake or unreal. So we turned it into something real for everyone to see, forever," says Lilian.