Viral Hooks
Trending short videosHand-drawn Washington state traffic map.
W

@wsdot

Instagram · Carousel

@wsdot What it is? What it does? It’s the return of the paint MAP! It’s Memorial Day weekend and, per usual, we’re here to paint you a beautifully crafted picture of what to expect: gridlocks, glizzies and GRIZTRONICS (we considered calling it GLIZ-tronics but our legal team said “u can’t”). While most highway construction work takes the weekend off, the rest of Washington absolutely does not. Expect heavy traffic across much of the state as festivals, concerts, sporting events, ferry travel and the annual migration of Washington campers all happen at once. A few tips: - All four lanes of the I-90 Vantage Bridge will be OPEN Friday, May 22, through June 1.* - If you plan to be on I-90, US 2, I-5 between Tacoma and Lacey, or I-5 at Canadian border this weekend, we have a travel chart for you! Check the link in our story to help you plan when you leave/come back. - Taking your vehicle on the @wastateferries this weekend? Great! So is everyone else. Plan ahead! - Finally, you can always refer to our mobile app (WSDOT in the App Store and Google Play) for real-time traffic conditions. Remember to give yourself extra travel time and to check the travel maps in advance. Safe travels! *Note about Vantage Bridge: After June 1, we’ll have periodic single lane closures to do work under the bridge through the Fourth of July weekend. After that, the bridge will go back to full-time lane reductions. UPDATE: the Seattle Waterfront Marathon is reportedly NOT a legitimate event.

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Likes
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Engagement
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Video #30011 · Carousel

Hand-drawn Washington state traffic map.from @wsdot

[01]

Overview

A map of Washington state is annotated with humorous, hand-drawn illustrations and text to inform the public about heavy traffic, road closures, and major events during Memorial Day weekend. The purpose is to provide a public service announcement in an engaging, memorable, and shareable format.

[02]

Simple outline

  1. 1Establish a thematic frame
  2. 2Anchor data on a central visual
  3. 3Inject personality and humor
  4. 4Deliver a single, bold conclusion

[03]

Related videos

[04]

Classification

Format
Concepts
Public Service AnnouncementGuide Carousel
Elements
Handwritten Graphic OverlayGraphic OverlayText Overlay
Account

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 45%

HEAVY! TRAFFIC! EVERYWHERE!!!

Verbal hook · 25%

What it is? What it does? It’s the return of the paint MAP!

Visual hook · 30%

The chaotic and colorful hand-drawn doodles and text overlaid on a standard road map create a strong pattern interrupt. An illustrated eagle eating a hot dog while a rainbow shoots from a saxophone adds a surreal and humorous focal point.

[06]

Hook template

Steal this for your own video

HEAVY! [PROBLEM]! [LOCATION OR CONTEXT]!!!

  • — HEAVY! CROWDS! EVERYWHERE!!!
  • — HEAVY! DELAYS! AT THE AIRPORT!!!
  • — HEAVY! DISCOUNTS! THIS WEEKEND!!!

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

A high-utility headline combined with a unique, informal visual style (e.g., hand-drawn) that promises valuable information presented in an entertaining and accessible way.

Payoff

The user receives a comprehensive, at-a-glance understanding of a multi-faceted situation, making complex information easily digestible and empowering them to find the specific details relevant to them within a single, shareable asset.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Annotated Map Framework

This framework presents a dense list of geographically-related data points on a single, visually engaging canvas (like a map or diagram). It replaces a multi-slide carousel with a single, explorable image, using a playful, hand-drawn aesthetic to make complex or dry information digestible, entertaining, and highly shareable.

  1. 1

    The Thematic Frame

    A prominent title that clearly defines the topic, context, and timeframe for all the information on the graphic.

  2. 2

    The Data Point Cluster

    The core of the graphic, where numerous individual pieces of information are visually anchored to relevant areas of a central image, creating a dense but explorable information landscape.

  3. 3

    The Personality Injection

    The inclusion of non-essential, purely humorous or stylistic visual gags and text that establish a unique brand voice and increase shareability.

  4. 4

    The Grand Summary

    A bold, conclusive statement, often in large text, that summarizes the main takeaway from all the data points and provides a final punchline or call to action.

Themes

  • Public information
  • Holiday travel
  • Humor
  • Local events

Techniques

  • Digital illustration
  • Information design
  • Graphic overlay

Trends

  • Relatable government social media
  • Meme-inspired humor

Post caption

What it is? What it does? It’s the return of the paint MAP! It’s Memorial Day weekend and, per usual, we’re here to paint you a beautifully crafted picture of what to expect: gridlocks, glizzies and GRIZTRONICS (we considered calling it GLIZ-tronics but our legal team said “u can’t”). While most highway construction work takes the weekend off, the rest of Washington absolutely does not. Expect heavy traffic across much of the state as festivals, concerts, sporting events, ferry travel and the annual migration of Washington campers all happen at once. A few tips: - All four lanes of the I-90 Vantage Bridge will be OPEN Friday, May 22, through June 1.* - If you plan to be on I-90, US 2, I-5 between Tacoma and Lacey, or I-5 at Canadian border this weekend, we have a travel chart for you! Check the link in our story to help you plan when you leave/come back. - Taking your vehicle on the @wastateferries this weekend? Great! So is everyone else. Plan ahead! - Finally, you can always refer to our mobile app (WSDOT in the App Store and Google Play) for real-time traffic conditions. Remember to give yourself extra travel time and to check the travel maps in advance. Safe travels! *Note about Vantage Bridge: After June 1, we’ll have periodic single lane closures to do work under the bridge through the Fourth of July weekend. After that, the bridge will go back to full-time lane reductions. UPDATE: the Seattle Waterfront Marathon is reportedly NOT a legitimate event.

Text overlays

  • title · photo_0

    May 22-2s Memorial Day Weekend PAINT MAP

  • informational · photo_0

    Border Busy

  • informational · photo_0

    Ski to Sea 7:30AM SUN

  • informational · photo_0

    Ferries Busy

  • informational · photo_0

    NB I-5 2 LANES DOWN 24/7

  • informational · photo_0

    SR 20 CLOSED from MP 130-156

  • informational · photo_0

    US 2 Busy

  • informational · photo_0

    I-90 Busy

  • informational · photo_0

    GRIZTRONICS Sat & SUN GORGE

  • contextual · photo_0

    This Gridlock calls for a Glizzy

  • informational · photo_0

    Vantage Bridge OPEN

  • informational · photo_0

    STORM 7PM Fri / 3PM SUN

  • informational · photo_0

    Seattle Waterfront Marathon 7AM SUN

  • informational · photo_0

    I-5 Busy

  • informational · photo_0

    Folklife ALL WEEKEND

  • title · photo_0

    HEAVY! TRAFFIC! EVERYWHERE!!!

Hand-drawn Washington state traffic map. | Viral Hooks