Avocados from Mexico: Secret Society | Webby Awards

Now more than ever, the Internet loves conspiracies. So for the Super Bowl, we made a social film for Avocados from Mexico about the secret society behind all those conspiracies.

To increase its shareability, we secretly packed the film with visual easter eggs alluding to the biggest conspiracies on the Internet. Then we sat back and waited for online conspiracy theorists to take the bait. And did they ever.

Our 90 seconds of film led to hours or user generated video content as conspiracy nuts dissected, studied and shared our film across social media. A few people thought we were trying to brainwash them. Others even thought we were members of the Illuminati.

These discussion threads and comments helped our film achieve unprecedented popularity online, leading to over 14 million views across social media and 3.3 billion total impressions.

As a result, Ad Age even called us the “one big winner” of the Super Bowl.

And it was all thanks to people just crazy enough to take us seriously.