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The message is simple: thanks to Windows Messenger Live Beta, instant messaging is cool again. AKQA's execution of that message, on the other hand, is not quite so simple—but every bit as cool. The agency tapped acclaimed British artist Will Sweeney to create an intricate web of animations to populate a one-page website as part of an online campaign titled "The Way News Spreads." Designed to encourage hip young internet users to download Windows Messenger Live Beta, Sweeny's illustrated cornucopia demonstrates how the new messaging service can facilitate the flow of communication from person to person—or quirky animated character to quirky animated character.