As part of a project for a tech brand, I was asked to explore the concept of 'kidz' and social. It ultimately went nowhere, as often happens with innovation briefs. During the process though, I spent some time looking into content sharing and how it could be used in a new way — to create a fresh tool or experience.

What I came up with was a new way of sharing content to your social network called REACTION!

It's a simple idea. You share a piece of content — something you've filmed, an image, a sound file, or found content. The twist? The only way the recipient can view it is if they allow their reaction to be captured through the camera on their device. That reaction can then be viewed either live, if you're both online at the same time, or later by the sender.

Simple concept. But those are often the most effective. If you can't explain it to your mum — move on.