Digital FMCG 2010
It's No Picnic
Insight
We all want our 15 seconds of fame and we'll do basically anything to get it.
Idea
Challenge people to eat a Picnic in 30 seconds for the chance to be the star of Picnic's TV ad.
Execution
A competition that asks people to upload videos of themselves eating a Picnic in 30 seconds, with winners appearing in ads.
Notes
Love this, taps into a cultural truth that was big at the time. The low-fi approach really adds to the authenticity of the spots.