The back-to-school essential.
Blue for writing, red for correcting… or a pack of Smile? We played on that misunderstanding to turn the biscuit into a back‑to‑school essential.
Start the conversation. Then reveal the biscuit.
The colours belong as much to school supplies as to Smile packets. This double meaning became our creative lever: ordinary exchanges at school, an obvious interpretation, then a reveal that forces you to see the scene differently.
The product itself delivers the punchline. By then inviting everyone to share their must‑haves, the campaign opens a conversation that students and alumni can answer with their own memories.
Have you got a blue one?
One colour is enough to create the misunderstanding: you think school supplies, then you discover biscuits. The teaser works on back‑to‑school memories before revealing the brand.
The answer was in the backpack.
The packets provide the answer and give new meaning to the dialogues. What was taken for a school‑bag staple becomes a craving for a snack.
What’s your back-to-school essential?
The carefully chosen supplies become a topic each person can respond to. Smile moves from a cheeky ad wink to a dialogue among former schoolmates.