Mikado, the European chocolate snack, has launched a web experience as the second part of the #EvenIfYouShouldnt campaign launched in March. The first phase, The Mikado Resistance Tests on Youtube, attracted 4.5 million views, with the Resistance Test #1 ranking the 2nd most shared video on Youtube in March. The new digital activation takes temptation one step further by challenging all web users to resist picking Mikado sticks. On the website www.neprenezpasdemikado.fr (Don’t pick a Mikado), web users deliberately witness a brand new interactive experience. At first sight, the website is all about an inoffensive Mikado pack and a clear warning: Don’t pick a Mikado. Woe to anyone who defies this warning! You could be forced to listen to an unruly woodwind cacophony, stuck in traffic jam, forced to watch an entire movie in Czech with Lituanian subtitles, required to disable a ticking bomb with 250 wires, and worse. 40 little torments awaits, one for each chocolate stick… so beware!
The EvenIfYouShouldnt campaign was developed at Buzzman by creative director Georges Mohammed-Chérif, strategic planner Renaud Berthe, general manager Thomas Granger, executive director Julien Levilain, account manager Antoine Ferrari, assistant digital publicity director Claire Cipriano, art director Louis Audard, copywriter Tristan Daltroff, assistant art director Clément Séchet, digital producers Laurent Marcus, Julie Bourges and François Cavallin, working with Mikado brand management team Emilie Chambert-Kirchhoffer, Marie Bescond, Laetitia Pardessus.
Production was by Fighting Fish.