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     “I JUST WANT TO BE MYSELF”

 
 

“I REALLY WISHED I HAD A PLACE I BELONGED”

 
 

Forget what that comforting nostalgia blanket that gets woven over the years tells you: nobody would ever choose to be 14 again. Being a teenager is the first time in your life that you’ve had to seriously consider the idea of identity, and for a lot of people?

IT SUCKS.

Not an adult and not a child, suddenly the decision of who you are and who you will become is your own.

INTO THAT MOMENT STEPS SPRINGSTER.

 
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Springster is a platform for young women in the developing world created by Girl Effect with the goal of providing help, inspiration, and community for millions of people utilizing low/no-cost internet services and social media.

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For the global launch of the Springster platform, Percolate Galactic had to stare down the teen angst condition. What are the common threads for young women that bind the teen experience across all continents? What problems and situations present themselves no matter where you live and who you are? What questions are bigger than culture and circumstance, that speak to the core of our common humanity?


A GLOBAL
SISTERHOOD

 
 
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The first ideation for the launch focused on one o f the obsessions of the twenty-first century: the superhero. What could be more emblematic of our desires to do good, handle anything, and confidently plot our course than the larger-than-life characters of pop culture myth?

The problem with superheroes is that they’re fiction and the true heroism is the people who face everyday problems with the same sense of justice, compassion, and joy that we so happily project onto people dressed in costumes. We wanted to create a narrative that showed that every girl was her own superhero, every victory was her own cinematic moment, every decision she makes is her own hero moment.

 

SPRINGSTERS, ASSEMBLE!

 
 

STORIES WITHOUT BORDERS

To start our journey, we began crafting vignettes of everyday girls doing the everyday things that make the world a better place.

 
 
 



In Indonesia, a pair  of girls face down the shadows on a late night walk  home.

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In Nigeria, a girl strives for economic independence working at a local market… with a little help from her friends.

 
 
 

In Colombia, a young woman takes to the soc cer field to show what it takes to play like a girl.

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Through these and many other stories, we began crafting characters that were special because they were real: proving that actual heroism is unapologetically doing what you need to do and being who you want to be.

Illustrated and animated by Percolate’s award winning art staff, we then brought these characters to life over a series of beautiful social media posts encouraging girls to tell their own stories and enforce their own narrative.

 
 
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SIGNING IT SPRINGSTER

Narrative and inspiration are great, but they’re pretty useless when you’re trying to express that you’re LMAO. The second part of the launch collateral was something a little more hands-on.

Building on initial work from Design Studio, Percolate Galactic animated and brought life to a series of platform agnostic stickers and emojis for chat applications. Using culturally-broad series of animated hand gestures, we wanted to give Springsters a way to express themselves to any other girl on Earth.

 
 
 

BORDERS, LANGUAGE, AND OCEANS MAY SEPARATE US,BUT CHATTING SHOULD BE FOR EVERYBODY.

 
 
 

GO FOR LAUNCH

In 2017, the Springster brand launch went live in 56 countries. While still in it’s earliest days, the effect is something we hope that will be measured not in arbitrary KPI numbers hit, but in lives changed for the better.

 
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And we remain:

ONCE A SPRINGSTER,
ALWAYS A SPRINGSTER!