We created the spiciest road trip in America, made possible by TUMS. This social activation generated over 100 million social impressions in just 7 weeks. And we sent Hot Ones Host Sean Evans to be the first to complete it.

We dropped fiery artwork on social to announce each stop, inviting followers to take on the most heartburning dishes in the country, alongside all the heartburn relief they’d need along the way.

Creative Team: Ilana Wolstein, Eric Dennis, Jessica Decter, Jose Contreras, Sam Geloso

Illustrator: Alex Trochut