We transformed the back page of the Canadian free commuter newspaper 'Tonight' into a Pringles original red container that was the size and shape of the brand’s iconic can when rolled up. We outfitted the Tonight distribution newsies with festive Mr. P costumes and they handed a rolled-up free newspaper to people as they passed by ensuring that people had a virtual 'container' of Pringles in their hand as they walked away. People naturally roll up their newspapers when they carry them so as they continued to hold the paper like this. Each person looked like they were carrying a can of Pringles in some of the busiest areas in Toront

We handed out 100,000 copies of 'Tonight' to the delight of Torontonians. In addition to a number of excited responses and tweets, the client could not be more impressed with this effort and will use this execution as a case study for other brands.