This was Wieden’s first interactive work for Tesco. We were asked to make something that would create positive feeling towards Tesco at Christmas.

I came up with the idea of pulling crackers with your friends via twitter, by tweeting at them. When they responded, you were both sent a link to pull your cracker together. The winner would get a chocolate treat, or maybe a bigger prize.

There were 50,000 crackers to be pulled over the week before Christmas and we hit this target within a day or so and had to add lots more!