Context :
Very Bad Kids, candies also known as Sour Patch Kids, arrived in France with a clear message to tell: First, they’re sour. And then, they’re sweet.
Insight :
"No one reads terms and conditions".
Idea : I (actually) read and agreed
For the first time ever, a brand has actually made people
read their terms and conditions. Out loud. For hours.
Because the more they read, the sweeter were the prizes they could win (smartphones, etc.)