For Silk's proposed New Years Resolution campaign, we tried to think differently. We tried to think of how moms organize and communicate. Then we went to the fridge and got a Coke. And that's when it hit us.

Rather than simply develop a website to communicate with Mom...why not turn her computer desktop into a virtual refrigerator filled with interesting sticky notes. We imagined a series of sticky notes placed on mom's virtual fridge, such as:

• Daily affirmations
• Tips for getting the most of her day
• Messages from celebrity "new year's resolvers"
• Coupons for Silk
• Article clippings
• Photographs
• Contests
• Online giving / charity integration

Even better, what if Mom would drag and drop photos or links or type in messages into her sticky notes. And what if those posts could go to the virtual fridges of other moms around the country (if those moms wish to receive them).

And Mom will be able to personalize the types of sticky notes / content that she gets by moving sliders based upon feelings. For instance, moms can choose "more solitude" and "less stress".

Essentially, what we proposed was the creation of a "network" of virtual fridges that would allow mom to connect with Silk as well as other moms. And the mode of communication would be digital sticky notes.