Spokescandies on Pause
An integrated Super Bowl campaign that won a Gold and a Bronze Lion, shortlisted three more, took home Pencils and the rest — and was the nail in the coffin that won Mars‑Wrigley for Critical Mass.
The idea
Pull the Spokescandies out of the brand and let the internet react. The campaign was engineered to be argued about, and it was — loudly, on national television, by people who thought they were criticizing it rather than amplifying it.
The build
In partnership with BBDO, Ketchum and Essence Media, we delivered an engagement machine that spanned TV, PR, addressable and automated video. Every channel was designed to feed the next one.
The assist
This campaign couldn’t have happened without Tucker Carlson, who could not stop thinking about our Green M&M. Thank you, sincerely.