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The Challenge



To celebrate 9GAG´s 9th anniversary they carved a meme-filled rock for future generations to discover.

9GAG, the world´s leading entertainment content platform for millennials, chose LOLA MullenLowe to carve the 9 most popular memes onto a 24-ton, 4-meter high limestone rock and buried it somewhere in the desert for future generations to find.

The meme-giant, which was founded in Hong Kong in 2008, asked its global audience of more than 150 million people to vote for their favorite 9 memes. Over 650,000 users in 100 different countries voted for: Dick Butt, Friendzone, We need AIR support, World vs USA, PPAP, Doge (shiba inu), Salt Bae, Shit just got real and Hardest name in Africa.

LOLA, the brainchild of the creative idea, had monolith sculptor Antonio Soler carve the giant rock to help preserve the ideas engraved on it for eternity. 

“I guess you could say it´s a way to ensure a historical monument to the funnier parts of humankind. It’s a legacy we’re leaving for future generations or whoever happens to invade our planet. A legacy that proves that humans, in addition to smart and serious, are also a really funny species,” says Nacho Oñate, Executive Creative Director of LOLA MullenLowe Barcelona.

9GAG has 72 million monthly active users, 3.7 billion monthly mobile page views and 72% of users who under the age of 24. Users average 16 minutes on mobile.  So when its ninth anniversary came around, Lilian Leong, 9GAG´s Chief Operating Officer, wanted to go big. Really big. 

"Most people think that ideas online don't last; that they're ephemeral. But we think totally different. We believe the internet is the new platform for the new generation. We don't think that the lives lived online are fake or unreal. So we turned it into something real for everyone to see, forever," said Lilian Leong COO of 9GAG.









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