Urban Dictionary: Your Words, Your World
Role
Art Director
Client
Urban Dictionary
Year
2021
Team
Ash Lopez (AD), Spencer Hickman (CW)
Insight
By nature, language is ephemeral. Constantly adapting and being rewritten, words can pop up then putter out in a matter of days.
Idea Statement
Let’s show that anyone can take part in the evolution of language and define their world on Urban Dictionary.
OOH: Defining The Neighborhood
Different places talk differently. These out-of-home executions humorously explain what local slang means to various cities like Austin, NYC, and Chicago.
Digital: Defining The Internet
Being a newbie to an internet community means major culture shock. Urban Dictionary bots interact with Twitch, Discord, and Twitter, so you’re always in on the joke.
twitch bot
Discord bot
twitter bot
Word of The Year
As we mentioned before, words are constantly evolving, and the words we use this year might be dead the next. So instead of letting it all go to waste, we wanted to celebrate these changes a few different ways:
Youtube
The Urban Dictionary YouTube channel will upload a series of videos where linguistic influencers dive deep into the impact of the words they’ve coined.
New Year's twitter poll
A Twitter poll will go live for the final 24 hours of 2021, where people can vote for their favorite slang word of the year.
New Years ooh
To kick off the new year, a billboard in Times Square will show the real-time scores from the Twitter poll and announce the Word of The Year at midnight.
