M&M's: Breakup one

Clemenger Melbourne created a world first, The Colour Break-Up split the colours up amongst the packs. Each pack had only one colour in it and if you found one of 5 packs with all the colours in it you won $25,000.
We publicised the break up the way real celebrity relationship break-ups do. It was on TV, online and in the press.
To get the M&M’s back together, we produced a 1.45 sec boyband film clip that was viral and a cut down version for TV. After a stressful few months of uncertainty, the Australian public was reminded why they love M&M’s.

Creative Commentary
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