Brief: Create a communication concept for Hummy, a Swedish social media app that aims to break social misrepresentation of filters and fake projections by fostering genuine connection and active engagement.

Hummy came to us with a great vision, but was caught in the trap of generic and superficial content. We decided to create a communication concept based on their tagline “Share Interests, Create Moments” , but taking it further by focusing on the diversity of passions. This resulted in the concept “Nerd & Proud”, which is all about embracing your inner nerd. And the secret weapon? Targeting leisure organisations in Stockholm, so Hummy can not only lift itself as a platform but also shed light on the organisations that make peoples passions possible.