In 2017 I developed a major Brand Activation for Skittles (Mars Food).
The idea was that in the unpredictable Irish summer, "It rains Skittles."
So our social posts and videos showed the fake evidence of this. As soon as we rolled it out, people all over Ireland created their own spoof "evidence photos" on social media and we incentivised participation with a competition to win cash prizes.
The campaign scored highly on awareness and recall, and sales went up 170%. Happy client, happy days.