Taco Bell – Breakfast Defector

Breakfast Defectors is a cool campaign done at Deutsch LA for client Taco Bell. The concept centers around a short film produced at Deutsch LA. In the film a dark dystopia shows a civilization trapped by routine in everything (including their breakfast).

Breakfast Defectors allows users to complete new challenges each week to earn prizes and join the revolution. Breakfast Defectors is accompanied by a satirical propaganda website RoutineRepublic.com.