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What do you do when you are tasked with the tired "holiday" commercial for Ritz, Triscuit and Wheat Thins? You don't do it. You write a story. Not unlike Frosty the Snowman or Charlie Brown Christmas. The story also became an entire online winter wonderland, an animated short film and multiplayer video game. A tactical initiative became the first fully integrated campaign and merchandisable intellectual property for Nabisco crackers.