Executions / 01
Influencer activation
Ten years of the web.
Waiting to be found.
We have cataloged the most relevant and impactful moments of the past 10 years inside lunchboxes hidden in various points of interest.
Yahoo! / Time CapsuleIntegrated campaign
Background
In the nineties, Yahoo was the face of startup success and a pioneer of the internet. The brand was eccentric, anti-corporate and beloved by its communities.
Problem
Yahoo has the legacy, the reach, and the relevance but not the perception. While it shaped the early web, today’s younger audiences see it as a relic, not a reference. For many youngster, Yahoo is a question mark, not a bookmark.
The challenge isn’t visibility, it’s meaning.
In a world where digital identity is built on shared culture and nostalgia, Yahoo risks being forgotten by the very generations shaping the internet’s future. Time Capsule bridges that gap.
Idea
The “Time Capsule” campaign taps into the curiosity and nostalgia of younger generations, offering a playful peek into the ever-evolving world of Web 2.0
From viral memes to cultural milestones, Yahoo’s been there— and still is—to capture and preserve the moments and stories that really matter to people: the personal ones.
Like a time capsule.
Execution
Phase 1 - Influencer activation
We have catalogued the most relevant and impactful moments of the past 10 years inside some lunchboxes hidden in various POI
Phase 2 - Reveal
A 90-second film with an emotional yet cheeky tone, revisiting the most defining moments of the past decade on the web through the lens of Yahoo’s iconic services.
From personal success stories told by Yahoo Sports to the most-searched trends on Yahoo Search, the spot acts as a true Time Capsule, introducing new generations to the evolution of the web as lived and told by Yahoo—while inviting them to take part in shaping the next 10 years of digital culture.
Phase 3 - Activation
A web campaign and interactive billboard experience that invites people to preserve a memory, a thought, a photo, or even a meme—something that will be sent back to them 10 years from now via Yahoo Mail.
A playful yet meaningful way to leave a mark on the web’s next chapter.
The challenge
The web remembers.
So do we.
Yahoo has the legacy, the reach, and the relevance — but not the perception. Time Capsule taps into the curiosity and nostalgia of younger generations, connecting the moments that shaped the web to the stories still to come.
From viral memes to personal milestones: open the past. Leave something for the future.
Past. Present. Future.
Open the capsule.
Scroll to discover
Executions / 02
Hero film
A decade of moments.
A new chapter to write.
A 90-second film with an emotional yet cheeky tone, revisiting the most defining moments of the past decade on the web through Yahoo’s iconic services.
From personal success stories on Yahoo Sports to the most-searched trends on Yahoo Search: a Time Capsule that introduces new generations to the evolution of the web — and invites them to shape its next 10 years.
Executions / 03
See you in 10 years.
A concept visualization combines real Times Square street footage with an animated Yahoo billboard. Pedestrians walk through the scene as the camera moves. A large demonstration QR code remains visible beside the capsule, inviting people to scan and leave a memory. Three messages appear in turn: “I hope we still laugh at the same things.” “Today I finally chose the life I wanted.” “Dear future me, please keep being curious.” Each message enters the purple time capsule. The lid closes, and a scrolling year selector settles on “See you in 10 years”.
A message for
your future self.
A web campaign and interactive billboard experience that invites people to preserve a memory, a thought, a photo, or even a meme — something that will be sent back to them 10 years from now via Yahoo Mail.
A playful yet meaningful way to leave a mark on the web’s next chapter.
See you in 10 years.
Un progetto di Gabriele De Santis,
Ludovica Piccinini e Andrea De Simone.