Ever since the introduction of Smith’s Bugles in the Netherlands, lots of people have been using the bugles unique shape to fill it up with all sorts of foods, like cream cheese, salsa or even jelly. This was never Smith’s intention nor was it ever suggested by them to their consumers. We used this insight to create an online campaign that asked people one simple question: How do you fill your Bugles? With the help of the inspiring host from the TV commercial we motivated people to submit their favorite ingredient tips online and have a chance to win 10.000 Euros.

Role: Design