M&M’S Lost Tribe

This integrated campaign ran for 3 months and had many components to engage M&M’S fans.
The idea centred around Yellow M&M stumbling across his long lost uncle’s diary who was an explorer. Yellow’s uncle had discovered that the M&M’S were related to a lost tribe living on a mysterious island. This led to all of the M&M’S deciding to go in search of their ancestors only to discover a dark family secret. The newly found tribal ancestors were unfortunately, cannibals and only wanted to eat M&M’S. This campaign was built around the M&M’S ‘can’t resist m’ brand platform.

The campaign captured the imagination of M&M’S fans and they contributed to the campaign via social media which helped drive interest in the promo. 

The many pieces of this promo included TVCs, online films, targeted banner ads, a radio station initiated treasure hunt, a partnership with ancestry.com.au to uncover the family tree of the M&M’S, an exhibition of lost tribe artefacts at Federation Square, weekly online films showing how the M&M’S were coping on the lost tribe island, press advertorials and outdoor posters. We even designed and manufactured a M&M’S tribal share bowl which was used as a prize for the promo. The M&M’S Lost Tribe promo reach the highest incremental sales of any M&M’S promotion, doubling our target.

Creative team: Rohan Lancaster, Darren Pitt.

30 sec launch TVC

Metrolite poster

15 sec supporting TVC

M&M’S share bowl prize

Packaging

M&M’S Lost Tribe artefacts - used in an exhibition in Federation Square, Melbourne and also used for a treasure hunt

ancestry.com.au promo

Social online film