Spanish agency, MRM, and probiotic brand, Enterogermina, have undergone a massive project with a complex premise to raise awareness about the importance of probiotics. They set out to create The Anti-Murphy’s Law Toast.

What?

Here’s the thinking behind it and an unravelling (sort of) of the premise. In 1996, physicist, Robert Matthews, was awarded the Ig Nobel Prize for proving that Murphy’s Law (if it can go wrong, it will go wrong) applied to toast. If it falls, it will always land butter side down. MRM and Enterogermina challenged Matthews to disprove what he had proven. The thinking behind it was that by questioning the odds of toast landing butter-side up and exploring the 5-second rule that says it’s safe to eat if it has been on the floor for less than five seconds, they were also challenging common misconceptions about gut health.

The ten-minute mockumentary features Matthews in his quest – with a team of scientist and bakers – to design a specially engineered toast that defies Matthews’ finding. It takes viewers into the kitchen of 12 Michelin-starred chef, Nuño García, very many experiments with toast protoypes that landed butter side down, insights from microbiology researcher, Simon Baines, and ultimately a toast that lands butter side up – 75% of the time, rather than conventional toast’s 3%.

The campaign launched in Brazil, with an exclusive screening of the documentary at Sao Paolo’s famous Le Pain Quotidien bakery, and a screening of the documentary premiere on the Discovery  Channel organised by WMcCANN. The campaign also features influencer amplification by Spark and a digital (social media) strategy led by Monks.