FERRERO
“Giant Surprise”

Avin Fathulla and I were tasked with promoting a new series of figurines for Ferrero’s Kinder Surprise Eggs. Instead of writing another TV script and doing ads, we took the core idea of every Surprise Egg – 'Find out what’s inside!' – and proposed to make it bigger. Way bigger.

So, FERRERO built a 56-foot-egg on a meadow near Bonn – without telling anybody what was inside.
On the day of the grand opening, 400.000 people and the press came to find out.

This idea holds a special place in my heart because it’s one of those rare instances where I felt people genuinely enjoyed advertising.