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J Walter Thompson's first masterbrand campaign for Nestlé Rowntree's imagines a factory of tiny workers inside every sweet doing their best to make the confectionery delicious.

The campaign includes TV and mobile banner ads that bring together Rowntree’s Fruit Pastilles, Randoms, Jelly Tots, Tooty Frooties and Fruit Gums. Rowntree’s is also using Facebook Canvas – a full-screen ad platform that allows scrolling – to give consumers a more detailed look inside the smile factories.