#28Xtremes Challenge

To promote Blue Diamonds' spiciest almond on the market, the XTREME California Reaper, we challenged people across TikTok to eat a whole can in one sitting. No milk, no water, no excuses.

Agency: TBWA\Chiat\Day LA. CDs: Jeff O’Keefe & Bert Marrisen. ACD: Tyler Kirsch. AD: Andrew Bae.