Inside Bingo!’s Mad Mission To Own Every Triangle

We think of ovals as eggs, cones as ice cream, and circles as pizza. For years, Bingo! Mad Angles had been synonymous with triangles following some iconic campaigns. However, lately several other snack brands were trying to associate themselves with triangles, challenging Bingo’s triangular heritage. The brand wanted to reclaim its rightful legacy and assigned us the mandate to make triangles theirs again – exclusively and unapologetically.

The triangle wasn’t being taken seriously enough, and we needed a champion for this triangular mission who could be equally passionate about triangles as Bingo! Mad Angles. We created the position of Chief Triangle Officer and picked Raghu Ram—the perfect embodiment of ‘Mad’—as the world’s first-ever CTO. Even before we could make the official announcement, the media caught wind of it and got a taste of Raghu Ram’s iconic anger, setting the stage perfectly for what was to come.

We rallied the internet behind this mission with influencers spreading the triangular gospel, memes that turned triangles into cultural moments, and user-generated triangle-spotting posts that flooded social feeds. 

The campaign created a movement where everyone became triangle hunters, photographing everything from traffic signs to building architecture. Bingo! Mad Angles didn’t just reclaim the triangle – they made it the hottest geometric shape on the internet, cementing their triangular supremacy once and for all.

Finally, the results impressed the CTO (and us too!)