ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Cool Ranch
Agency Goodby Silverstein & Partners / San Francisco + Park Pictures / Los Angeles + Work Editorial / Culver City + A52 / Santa Monica
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Category
Craft in Online / Mobile / Use of Technology
Annual ID
ADC_INT20_014S
About the Work
How do you compete in a chip category that’s increasingly focused on making flavors hotter, bolder and spicier? You get cooler. For the first time in 25 years, Doritos decided to change their iconic Cool Ranch product and relaunch it on the world’s biggest advertising stage—the Super Bowl. So we transformed the Old West into the New West and gave 102 million people front-row seats to the showdown of the century between legendary Western icon Sam Elliott and pop culture cowboy Lil Nas X. A dance-off featuring Western/hip-hop choreography, set to the record-breaking crossover track “Old Town Road.” But we didn’t stop at a commercial. We ignited a #CoolRanchDance challenge by releasing a first-of-its-kind AI-powered app that uses motion filters to let anyone dance just like our Super Bowl characters. With over 100,000+ app downloads on launch day and over 1.2 billion views of the #CoolRanchDance challenge on TikTok, we topped TV Super Bowl viewership 10 times over. Our dance app was Apple’s editors’ choice and rocketed to #3 in the App Store. And finally, our campaign put “Old Town Road” back at #1 on the charts all over again.
2020 Awards
Total Points: 15
Silver Cube
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Client / Brand
Frito-Lay, Doritos / Plano
Production Company
Park Pictures / Los Angeles
GS&P Labs / San Francisco
Music / Sound Production Company
Lime Studios / Santa Monica
Post Production Company
Work Editorial / Culver City
A52 / Santa Monica
Humen / San Francisco
Art Director
Ryan Tovani
Jason Gan
Mike Rodriguez
Chief Creative Officer
Margaret Johnson
Creative Director
Laura Petruccelli
Rohan Cooke
Creative Technologist
Troy Lumpkin
Shan Jin
Digital Artist
Gregory Reese
Corey Martinez
Aaron Flickinger
Dylan Bursick
Jenny Bright
Thatcher Peterson
Patrick Murphy
Andy Willkoff
Matt Sousa
James Buongiorno
Michael Vaglienty
Andres Barrios
Kevin Stokes
John Valle
Dustin Mellum
Jade Smrz
Quinton Woodson
Jose Limon
Josh Dyer
Joe Chiechi
Michael Cardena
Joe Paniagua
Michael Bettinardi
Joel Bettinardi
Director
Lance Acord
Jennifer Sofio Hall
Editor
Jono Griffith
Theo Mercado
Executive Creative Director
Jeff Goodby
Rich Silverstein
Margaret Brett-Kearns
Executive Producer
Leila Gage
Caroline Kousidonis
Marlo Baird
Patrick Nugent
Kim Christensen
Susie Boyajan
Tena Goy
Photographer
Quinn Gravier
Hanna Hegnell
Producer
Sara Ward
Alexis Bley
Chelsea Bassler
Serena Noorani
Severin Sauliere
Danielle Riccardi
Alisa Latvala
Jackie Kelly
Noah Dasho
Sound Designer
Michael Anastasi
Kai Paquin
Joel Waters
Collin Thomas
Creative Team
Mark Sandoff
Emilio Diaz
Tinghui Zhou
Ricky Wong
Tim Omernick
Melody Cao
Cortis Clark
Piotr Tatarcyzk
Alexnder Weiss
Jesse Myers
Account Team
Brian McPherson
Meredith Williams
Jenna Duboe
Chris Nilsen
Casey O'Brien
Jordan Lofy
Judy Ybarra
Annie Holmgren
Rowena Cuejilo
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