Since the beginning, Smash! commercials have used the "chocolate wall" as the pack shot (corn snack passing through a wall of chocolate). We took this familiar thing and used it in a radically new way. We put the wall in the apartment of a young smash loving couple.

We made one main film for both TV and the web establishing the couple and their own chocolate wall. Then we took the bolder ideas and made them into short films for the web only.

With the new creative concept the sales of this already fairly establish brand more than doubled (+117%). The youth took it to their hearts again, an increase of 21% among 15- 20 years old saying "Smash!" is a popular brand.

The sales targets set prior to the campaign had been doubled 2 weeks in to the campaign.