With national creative already in market, our mandate was clear:
turn awareness into trial.

We transformed a standard sampling program into a physical expression of the campaign itself — an oversized, analog “vending machine” inspired by the M&M’S bar.

Consumers didn’t just sample the product. They played for it.

Participants drew a numbered M&M’S lentil and opened the corresponding cubby on a giant chocolate bar installation — unlocking prizes ranging from merchandise to the coveted Golden Ticket: a year’s supply of M&M’S Bars.

The mechanic was simple. The experience was unmistakably M&M’S.

Integrated Amplification

To extend impact beyond the activation footprint, we executed a full Toronto Transit Commission takeover across lines leading directly to event locations. Contextual OOH creative built anticipation before consumers ever encountered the installation — ensuring the product was top of mind before first bite.

Sampling became spectacle.
Spectacle became social currency.