A while ago Humour Me experienced the worst epidemic of viral fever that I have ever seen in all my years of working here. Only one or two people were spared. We still don’t know where it started, but in the blink of an eye, the entire office was displaying cold-like symptoms. I have always been very particular about contagious diseases and I make sure everyone who is sick goes home. Alas, this time I was bested.

After spending nearly an entire week in bed with a fever, I trudged back to the office to find it bustling with activity. New people had joined, new projects had begun and new brands were approaching us. It was a lot to take in.

But the most interesting thing that happened had to do with Arctic Fox’s Instagram page. We suddenly noticed that one of our product posts was receiving an abnormal about of organic engagement. When we looked closer we found that many people had commented on the post, mentioning a ‘mature bag’. At first we were thoroughly confused, and had no idea what our audience was talking about. Upon a little research, we discovered the source of these comments – a video had been released on social media in which someone praised what he called a ‘mature bag’. For some reason this video went viral, and our audience was referring to that video when commenting on our posts.

While we understood that our audience was making jokes on our product post with regards to this mature bag, we realised that now was a good time to capitalise on all the organic traction. We looked up this famous ‘mature bag’ and found it to be completely opposite from our design palette. So that very night, we posted this: