The term ‘nepo baby’ has blown up over the internet, with many wondering if their favourite celeb is a nepo baby. But nepotism doesn’t just occur in the entertainment industry. It’s everywhere. To start a discussion, we created Nepo BB: an AI-powered search engine that will tell you if a public figure is a nepo baby or not.
Nepotism is a really heavy topic. To not come off as being overtly preachy, we balanced the seriousness of the topic with a playful design and tone-of-voice. Soon, people started searching for celebs, politicians, businessmen, fictional characters… and even themselves! Nepobb reached over 27 million online.
With coverage from media outlets across Asia, America and Europe. Users even gave us feedback on who should be considered a nepo bb. In the end, Nepobb managed to start a conversation on what the definition of a nepo baby is, and how that might allow someone more opportunities than the average person.
Creative Team: André Mezzomo, Winona Wee
Creative Technologist: Jonathan Plackett
