Ritz is now "Open for Fun" with the help of Euro RSCG New York

Euro RSCG New York did some research and discovered - *gasp* - that 95% of Americans want more fun. No kidding? Really? That totally goes against my research that says 80% want to less fun. Lets do a double-blind study guys!
Anyway, armed with this groundbreakingly obvious knowledge they set out to create a new fun campaign for Ritz crackers, arguably the most iconic cracker brand around.

To kick off the campaign, these wild posters (above) - more inside.

On New Year's Eve the campaign kicked off with these light projections.

Which looked like this at 12.21.

Commercials in the campaign are in the archive.