Maynards Bassetts urges sweet-toothed consumers to give in to temptation with a screen-smashing campaign.
The digital work sees Maynards Bassetts sweets as they swell, breaking the screen of whichever device it is being watched on and prompting the tagline "set the juice loose".
It was created by Dan Glover-James, Elias Torres, Steven Yeates and Adam Taylor-Smith. Media is handled by Carat, and the campaign launches today (7 September) alongside outdoor activity.
This marks VCCP’s first work for Maynards Bassetts since winning its creative account in March last year.