For Fruitstock I developed a whole “pass it on” feel to the online campaign. It was all about telling friends what’s happening at Fruitstock this year. First we started with banners…

Go on, click play to listen.

Instead of filling them with info the user can carry on reading the Guardian website, but click on the stereo to hear a mixtape of music from the day.

I then designed and wrote copy for the Fruitstock website and filled it full of great things happening on the day. This enabled me take the Pass It On concept to another level. Any attraction or band featured on the site could be passed onto a friend, who you think may be excited by that particular thing – making it more personal.

This was the email invitation for Fruitstock. When it was forwarded, it automatically created a daisy chain of recipient names. As the email got passed around all your friend’s names got added to the daisy chain on the right, making the email more viral.

Oh no, flashback to hand-cramp from drawing loads with colouring pencils, arrgh.