We saw a way to make people see something that was invisible.
  • Challenge: It's hidden in the back. You don't know if it's working. And you don't know how long it's been there.
  • Strategy: Use what's hiding it (the food) to demonstrate if it's working or not.
  • Big Idea: One small child. One spoiled carton of milk. Two fabulous words: YUCK. YUM.
  • Result: Inspired a behavior change and a 360-degree Arm & Hammer Baking Soda campaign including a national "YUCK YUM" contest.