How far would you go to dramatise refreshment?We went to Swansea (not San Francisco, like Sony did) and dumped loads of fruit.We created much more than just a viral spoof.We created a fake local community. Through the 'Swansea North Residents Association' site they protested against the damage caused by the Tango film crew.

It detailed the devastation caused and encouraged others to join their protest.All of which proved that you don¹t need a big TV budget to have a big impact. A truck full of fruit and some non-traditional online media will do just fine.

The campaign started with a spoof viral shot in Swansea, which was made available online.We then created a fake local community - the 'Swansea North Residents’ Association' - with their own website. Through it they protested against the damage caused by the Tango film crew. And there were links to fake press coverage on news sites we created.

The residents put photos of the destruction on Flickr and tried to recoup losses by selling items broken during filming on Ebay.

The ad was also uploaded to sites likes youtube and GoogleVideo, and could be downloaded to PSPs and ipods.