 The inspiration behind the space is really what sits at the core of Reddit. It's find your people. This is our first can, or the first time we're showing up like this. And so we've got this incredible space right in front of the Palais. We've got an incredible billboard. It's become almost like a beacon for people. We're really proud of the fact that the Reddit Explorers Club is unique among the experiences it can. It's not a pop-up. It's not just a beach. It builds a series of pathways into what is such an extraordinary platform. We wanted a space whereby we could show off the magic of Reddit and then also having a space where we could host clients, do panels, have drinks and chill out. Tonally, I think we're also doing something very, very unique. Reddit is so connected to humor. Obviously, a huge part of Reddit is the memes. Ultimately, we decided that the Explorers Club was our way forward. It was a standout because it was rooted in a sense of navigation. And it also brought forth the sense of fun and play that's integral to the platform. So we really wanted to drip that into the space. So you can see we've got the why though meme. We've got the this is fine meme. We have awards that have been physically brought to life. And awards on Reddit really sit as an extension of the upvote, downvote system. A collection of snooze representing different communities. What's really cool here is that the mods have taken the snooze and adapted it for their community, for their passion point. What we've got here is a sweet arcade game. The reason for this game, essentially, is to demystify some of the language on Reddit. The more the brands understand and lean into that, the more it resonates with people, the more they kind of can illustrate that they know, you know, where they're advertising and how to talk. The next campaign that we've got here is Adidas. It's an AMA campaign, but what's really special about this campaign is that we took the traditional AMA, which is Ask Me Anything. It's essentially a text format, opening up yourself to questions, Ask Me Anything. And people ask questions in the comments and they get upvoted. So you can really see which questions people want answered. But what was really cool about this Adidas campaign is that we broke that out into video and there was this insight around sneaker heads. And then we took the questions from the AMA and used that as the fuel for the interview and shot a bunch of videos and then used that in the campaign. And then we're able then to kind of use that content as evergreen content and then kind of extend it beyond just a Reddit campaign. Once you're hitting the mark in terms of strategy and you're checking the box in terms of your tonal notes, you know that you're onto something and you're doing something special. And I think it was a mutual realization that we came to as a team that this was the thing. And I think it's brought a lot of joy and play to the can experience for people.