It's an incredibly simple concept: use one of the "thumbs up" visuals available on the site (see photo) to turn a run of the mill photo opp of someone into an endorsement of their hair, eyes, or overall attitude and appearance. Post the photo to the site to get others' opinions, and vote on their submissions. Digg/Facebook what you like, etc. (there's a full range of the usual content distribution options).
The creator of this concept is The Happy Corp; I can't exactly tell what The Happy Corp is (where is easier, Broome Street in NYC), but here's what they say they do: "Improving gross national happiness through the invention, management, and maintenance of progressive brands and ideas." (note to self: what a great positioning for an agency)
Happy Corp says YLGT is "dedicated to finding and capturing greatness in the wild." But what I found most interesting about this concept is the random positiveness of it:
Observe greatness. We often forget to tell our friends how bright they shine, let alone total strangers. Bedroom eyes, perfect smiles, clean hair, and sweet outfits. Together we decide what looks good. Who looks great today?
The un-self conscious positive energy of this idea really makes me smile. It strikes the right balance between sweetness and simplicity. It's not too too cloying (is the pepto pink too much?), neither is it too involving for either subject or submitter. A simple way to bring some positive energy into your life and others'.
Customer experiences that give people a stimulus (an excuse?) to spread positive energy around are (in my humble opinion) all too rare and particularly relevant in today's times of Wall Street meltdown, subprime mortgage hangover, Iraq debacle, falling dollar, etc. HELLO PEOPLE, time for a little positive energy. Would be a great idea for a brand to co-opt. (Kodak?)
Will be interesting to see how much traffic the concept generates.