Context :
Sour Patch Kids candies (known here as Very Bad Kids) arrived in France with a clear message to tell: first, they’re sour. And then, they’re sweet.
Insight :
No one reads terms and conditions.
Idea: I (actually) read and agreed
For the first time ever, a brand asked people to read terms and conditions on a website for real. Out loud. And they did so. 

Because the more they read, the sweeter were the prizes they could win (smartphones, etc.)