Malcolm Garrett, joint creative director, AIG
What it's all about:
"It uses all of the common social network sites as depositories for information, thus engaging in the visual framework and very infrastructure of the online environment to store and display content in many easily accessible (and free) locations. I have seen a number of sites operating along similar lines recently, but this is probably the simplest and best. It certainly employs the most minimal (and delightful) menu structure."