Built the practice while building the work. I was leading digital as the agency stood the practice up, which meant assembling the capability and the campaign at the same time. Found the day. Tax Day is the one moment a year the entire country is braced to be judged on how they spent the last twelve months, so we inverted it. The Bureau of Fun, a fictional government agency, audited citizens on how much fun they were having instead, and Trident was the spark that could raise the score. Made the tech disappear into the fiction. Visitors connected through Facebook and sat for a live audit. A proprietary algorithm read hundreds of keywords across their photos, pokes, likes, check-ins, and friends, matching them against hundreds of pre-captured responses to generate a personal fun score. It played back as a seamless film, not a quiz, close enough to real that it felt like the Bureau had been watching. Extended it past the launch. A mobile follow-up, The Fun Audit On-The-Go, audited your Twitter presence instead, scraping tweets, hashtags, check-ins, followers, and Instagram photos. It ran internationally in Australia.