Cheetos x Wednesday

Just before the launch of Wednesday Season 2, Cheetos did something no other brand could do — covered Thing, the iconic severed hand from the Addams Family, in orange dust and made him the world's most unexpected brand ambassador. The catch: Thing doesn't take orders. So he broke out of the campaign entirely, leaving orange fingerprints all over culture — escaping a Times Square billboard, tampering with ads from Gatorade and Spotify, and turning New York City into his personal playground. The campaign generated over 423 million impressions and drove a 9% year-over-year sales lift for Cheetos. Partnered with Mirada, Sam Nordemann, and XYZ to bring it to life.