Objective: Raise big awareness for this brand of fluffy snacks, which had no communication history.Concept: Indestructible optimism.Our idea was born right from the recipe of the product: fluffy snacks, basically just corn with some air in it. As simple as that, as innocent as that. You enjoy eating it and you don't feel guilty that you've finished a whole bag. It’s nothing to worry about!Target Audience: Teenagers and hip youngsters that love snacks, the Internet and MTV.