Caramilk - Secret Misinformation

At 54 years and still going the ‘Caramilk Secret’ is Canada’s longest standing campaign. “How do they get the caramel in the Caramilk Bar?” Everyone has a theory on what that secret might be. So to further bury the actually Caramilk Secret, we asked Canada to give us their best theories… and we confirmed them. All of them. No matter how outrageous. Then we let the algorithms do what algorithms do best and flooded the internet with “confirmed” Caramilk Secrets.

RECOGNITION: 

One Show Shortlist - 2022, Strategy Bronze - 2022, CMA Bronze, 2022, Applied Arts - 2022, Effies Finalist - 2022

CREDITS:

CCO: Megan Farquhar, GCD: Brian Allen AD: Samiir Mussa CW: David Weaver