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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Maggie Shepherd

VP Reputation and Communications

Emily Doskow

Chief Marketing Officer

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Hypercharged Spicy Duck Flavor...Literally

Sun Snack's latest flavor blasts the competition with a gaseous gaggle.

Tasked with launching Sun Snack's new "Hypercharged Spicy Duck Flavor" sunflower seeds, Leo Burnett Bangkok created an intriguing film that immediately went viral across Thailand. Shot and produced to resemble an authentic Chinese newscast, the film presents a problem affecting a rural farming community in southern China. The short news clip presents a story about a farm whose ducks have mysteriously begun to emit flaming gas from their behinds. The ducks' angry owner believes chemical pollution is the cause of this unprecedented phenomenon, but Chinese government scientists refuse to accept this explanation. The newscast ends without any branding and leaves viewers wondering if what they saw was in fact real.

In a few short weeks, this video was watched over 500,000 times online, and appeared on countless websites and was even broadcast multiple times on Thai TV shows and multiple news programs. After a month of buzz building around this newscast, the film re-appeared with a different ending, promoting Sun Snack's new "Hypercharged Spicy Duck Flavor". The new ending led to an immediate 300% sales spike in Sun Snack's products, and millions of dollars worth of free PR for the brand. This carefully orchestrated campaign won over the Thai public with one of the most memorable fake newscasts the country has ever seen.