Mars Inc.
Brand Campaigns: Art Direction, Print, Broadcast TV, OOH
MARS Inc. sought to expand their M&M's candies line to include a “mega size” product. We were tasked with launching Mega M&M's, geared towards young adults, as a separate entity and without the use of their famous CGI characters. Small problem though: how does one advertise a spin-off called “MEGA” when said product is only 3 mm larger than the iconic original?
The answer: own the absurdity and play it completely straight. Print and TV treated three millimeters like a monumental leap for candykind. The campaign was recognized as a FAB (Food and Beverage) Awards Finalist.
Mega M&M’s print: red candies scale from “Perfect.” to “Fearful.” under the line “Perfectly Big.”
Companion print: yellow candies grow from “Perfect.” through “Talk show,” “Freak show” and “Reality show.”
Three spots carried the launch: “Cubicle,” “Sharing” and “Boss.”
“Cubicle”
"SHARING"
"BOSS"
For the LucasFilm partnership around the Star Wars prequels, we launched Dark Chocolate M&M's with a Times Square billboard spectacular and an invitation the franchise had spent six films warning against: dare to go to the dark side. Built for Times Square’s two settings, daylight and full glow.
Times Square spectacular by day: a Vader-clad M&M dares passersby to go to the dark side of the Chocolate mPire.
The spectacular at full glow: “Join the Jedi” and the Chocolate mPire lit against the Times Square night.
A launch spot for Snickers Cruncher: “SUV.”
Husani Barnwell art directed candy-aisle blockbusters for Mars at BBDO: the Mega M&M's launch, a FAB (Food and Beverage) Awards Finalist that sold a 3-millimeter difference with a straight face; the M&M's Star Wars Dark Chocolate Times Square spectacular; and Snickers Cruncher broadcast TV.
Writer: ACD/Writer Jason Lambert