by Michael O'Neill
October 7th, 2013

Lauren Hendry Parsons, senior acount manager, Singapore, at Weber Shandwick, takes a closer look at the latest viral video sensation “I Quit”. Created by Marina Shifrin to announce her departure from Taiwanese animation company Next Media Animation, the video was an instant online hit, and subsequently landed Shifrin a job offer from US talk show the Queen Latifah show. Not to be outdone, Shifrin’s former employer created a response video in the style of the original.

Here, Lauren looks at the factors that helped the original video go viral, while at the same time showing how Next Media Animation’s response was a great example of damage control.

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