Dream clients don’t get much closer than M&M’s. In 2020 the brand was adopting a streaming focus on social. Working with the internal team at Mars Wrigley, the idea was floated to simulate the pre-movie ritual of pouring M&M’s into a bowl — only this time, into people’s phones via the tap mechanic of Instagram Stories. Multiple flavours, colourful pours, satisfying sounds. The works. We developed an interactive series of digital commerce ads covering the core UK product range, with each flavour boasting unique pour dynamics and sound design. Size, weight and density all came into play, alongside real physics tests and a nutty obsession for detail. The system was designed to be highly scalable and adaptable across products and regions. The numbers were neat too. Instagram’s standard Stories click-through rate is 1%. These ads hit 6%.