Interactive Hug

While flipping through this month’s (November) issue of Web Designer I was thrilled to find daddyyankee.com, a project I headed while at Elastic People, profiled in the cream-of-the-crop section.

My Creative Director Carlos and I put a lot of thought into this campaign and it’s nice to feel like it reached a standard where it influences the rest of the design community. Read article below.

Daddy Yankee, El Cartel: The Big Boss. Designed by: Elastic People

This site serves primarily as a promotional website for pop star Daddy Yankee’s new album, El Cartel: The Big Boss. The site comes with all the promotional bells and whistles: download-able ringtones, audio player and embedded music video clips, complete with the hightlighting of big-name collaborations with current heavyweights of the music industry.

Shining out with a strong sense of self and branded to the new album’s visual elements to the letter, the production of the site is finely tuned and achieves maximum impact.

This website’s combination of media elements are its main asset as they have been primed into a powerful marketing tool that has resulted in an in-your-face attitude very well suited to the artist.

The use of strong visual elements, animation and soundtrack taken from the new album enables the website’s promotional manoeuvres to gain precedence from the off.

Adding links to MySpace and YouTube, as well as its own community, from the main page helps spread the word and, in turn, unleash the marketing juggernaut.

In the highly unlikely event that a user will get lost on the website, there is a quick navigation panel on the left of the homepage.