"Innw" stands for "if not now, when?" It is the philosophy of the Doritos brand.

Our object was to create a site that had never been done before.

To do this we created a window into the world that passers-by touch, releasing one icon after another onto the homepage. All these icons float offscreen in a matter of seconds. In order to unlock what is behind them (music, comedy, innw aphorisms, prizes, etc) users must drag them to the IM interface built into the site, then enter the icon's code.

The site is never the same twice and alway "in the now." The target audience was millennials (aged 12-24).