The Open for Fun campaign was to transform Ritz from a brand that's comfortable and familiar into a brand that behaves as big and iconic as it truly is, staking ad claim and standing for fun.The outdoor postings were designed to help get Ritz out of the cupboard and into pop culture in a way that's relevant to the contemporary consumer. Visual elements use the distinct shape and features of the cracker (round with ridges and seven holes) contrasted against a bold new colour palette.Wild postings were one element in the New York City New Year's Eve launch. Other launch elements included light projections as well as TV and online integrations with ABC New Year's Rockin' Eve.