In honour of National Caramel Day (April 5th), UM partnered with Reese’s to celebrate and promote Reese’s Big Cup with Caramel. Inspired by digital street art, the campaign included two videos that integrated CGI technology, including animation and visual effects, into live-action backgrounds.

Leveraging this nascent technology not only helped to bring alive Reese’s bold and playful personality, but also helped to engage with consumers in an immersive way that is native to digital platforms. The media strategy for the campaign included activations across social on Meta and TikTok, along with advertorials in BlogTo and Narcity.

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