M&M's Ring of Comfort
Award: Shortlist
Shortlist / Entertainment / Use of Talent & Influencers / 2024
Award: Shortlist
Shortlist / Integrated / Large Enterprise
We created the Almost Champions Ring of Comfort, the first-ever Super Bowl ring for the LOSERS of the Super Bowl. To do this, we worked with scientists and diamond-making experts to transform comforting M&M’s Peanut Butter into glittering diamonds to be placed on the ring. (For real. We actually did this!)
We also created a Super Bowl ad to showcase the ring, starring three NFL Hall of Famers who famously never won a Super Bowl (Dan Marino, Bruce Smith, Terrell Owens), as well as Scarlett Johannson, an A-List actress who lost two Oscar races in one year.