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.