For Olympic athletes the summer of sports culminates in performance built on unrelenting training schedules and iron will.

For the mere mortals watching the summer of sports on their sofa, the season brings with it an opportunity to be inspired by the very best, but also another great snacking opportunity.

Enter Mars Wrigley which is launching it’s M&M’s Minis across Europe with a playful new campaign from T&Pm. The campaign, which features the strapline ‘Mini in size, big on fun’ leans on media to bring the mini message across.

From a TV commercial that shrinks, to outdoor posters featuring miniature sports figures, every media placement reflects the theme of big to small.

Lily Akerman, Global M&M’s Experience Ecosystem Lead, explained: ‘The innovative approach of shrinking media space to highlight the unique, bite-sized nature of M&M’s Minis was both clever and impactful. We’re excited to see M&M’s Minis bring big smiles across Europe this summer.’

James Fernandes, Creative Director at T&Pm, added: ‘When you actively look at media as your creative canvas, it can easily elevate your story telling. This is a great example of creative and media working together perfectly at every touch point.’

The campaign also saw the brand team up with miniature artist and photographer Petit Monde to create the outdoor posters, which are being launched across Paris. The outdoor executions feature miniature athletes interacting with the M&M’s Minis.

The campaign is based on the insight that consumers are increasingly looking for small but indulgent treats. Those little treats that feel permissible, even when you are glued to the summer of sport.