Arby’s: Diablo Dare

When most fast food brands create a “spicy” sandwich, they add a dab of chipotle mayo to a regular sandwich. Arby’s decided to outdo them all by creating the spiciest sandwich in fast food — so hot that they included a free vanilla shake and called it the Diablo Dare.

From this, we created a multi-channel campaign all based around a TikTok challenge with its own custom filter. TikTok says that the activation was viewed 11 BILLION times. Apparently everyone in the world saw it at least once.