The brief asked us to cut through the modern clutter. The solution was to design and write for the “Scan” economy. People just scan, if that. So, let’s give them great rewards for every moment of time they give us. Everything is an Easter egg. The cover is filled with them. The line/concept is that exact idea: FUN. (Something we take very very seriously.) And it goes from there. Every page. From the CTAs to the URLs. Heck, the URLs are little rewards, too.