The task was to market new energy-enriched ‘Wonder Performance’ bread, designed especially for teens. Our creative leap was to launch with the idea that this new bread is great for teens, but too much for little ducks. We rolled the campaign out in three phases: firstly establishing a myth of ducks behaving in extraordinary ways using a series of unbranded virals and ‘foreign news reports’ seeded online; secondly, the bread company accepted responsibility via public announcements in mainstream media; thirdly, the public played along, filing thousands of documented ‘sightings’ of unusual duck behaviour. In total, some 29 forms of media were used to bring the idea to life.
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