During Super Bowl 51, the world saw a BBQ sauce stain on Terry Bradshaw's shirt. It felt like live TV, but it was really the first part of an elaborate advertising program. Tens of thousands immediately took to social media to participate in the conversation around the spill. As the internet buzz hit its peak, Tide claimed the stain—and showed the world how to get it out.

2016 marked a year in American politics that no one could have predicted. Real estate tycoon Donald Trump was running for president, fervently proclaiming his intention to build a wall – a great, great wall – on the southern border of the United States as part of his campaign rhetoric.

This opened up a unique opportunity for Tecate, a Mexican beer brand aiming to expand beyond its Hispanic bi-cultural market to a general audience, to insert itself into the conversation – with tongue firmly in beer-filled cheek, of course. And since Tecate hails from an eponymous town that literally straddles the U.S. – Mexico border, it made perfect sense to propose a wall of a different kind.

Behold the Tecate Beer Wall – a wall perfectly sized to unite people over beer instead of dividing them. And judging by the reaction on social media, that’s a wall thousands of people would be quite willing to pay for. 

Cheerios needed to show the world that real honey goes into every box of Honey Nut Cheerios. And nothing shows real ingredients as well as real ingredients. So, with the help of a Florida beekeeper and 500,000 of his hardest working bees, we transformed a billboard into a living beehive and showed people how our most important ingredient is made. And we showed people how it tastes, by using the honey from the billboard to create the first-ever boxes of Honey Nut Cheerios made with local honey.

It’s that simple — a box of Lucky Charms is full of, well, lucky charms... and they’re pretty lucky. So, we set out to show people just how lucky they are. Lucky enough to bring you, your roommate, your favorite contestant on a reality show, or your fantasy football sleeper pick a little boost. Lucky enough to help you land that promotion, or build up the confidence to go on that dating-app date. Wherever Millennials can use a little bit of luck, Lucky Charms is there to help.