The objective with this campaign was to grow Yahoo! Canada's teen (13-17) mail subscriber base by stealing shares from Hotmail (the category leader at the time). So we went head-to-head with the competition, creating two thumbs (personifying Yahoo! Mail and Hotmail). The campaign allowed teens to create their own thumb wrestler, view an interactive wrestling match between Yahoo! Mail and Hotmail, send a thumb wrestle challenge via phone message to a friend, download a fun thumb wrestling rule book and even print their own sparring mat.

Art Director: Mark Holden