Under the slogan ‘Size matters (when it comes to snacks)’, Pepsico has carried out a campaign on the screens of Callao City Lights to announce the launch of Cheetos Giants, twice as big as usual.

Such a big snack needed a stage that lived up to its size. Hence the choice of the two giant screens at Callao City Lights, in Madrid’s Plaza de Callao, in the very heart of Madrid.

The action, managed in the media by OMD, included a different message each day that made it very clear how great the new Cheetos Giants are, comparing them to all those things we’re looking forward to, from ‘summer finally arriving’ to ‘your crush proposing a great plan’.