In 2010 Matt Eastwood, chief creative officer of DDB Advertising Company and his colleagues realize that, many times “like” button on Facebook does not show exactly the real feelings about something. So, the DDB create the iCare button, because the “like” button it is not always the right word (option) to express exactly what you want when you watch a video or a photo. The result of this unique idea is a website where anyone can register and get access to the button, and after share the story on Facebook. “People don’t know they need it until they see it” says Eastwood.

Published in Digital by George Levitikos, Edited by Maria Maragkaki.