ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2022 ADC Awards - Interactive

Cheetle iD

Agency Goodby Silverstein & Partners / San Francisco

Client Cheetos


Craft in Online / Mobile / Use of Technology

Annual ID


About the Work

In July 2021, Cheetos, adidas and global megastar Bad Bunny were about to drop an exclusive fashion line - The Cheetos® x Bad Bunny Collection by adidas. But in a time when bots and resellers are always ready to snatch every single item available on the internet in a matter of seconds, Cheetos wanted to make sure that the new collection fell into the hands of its true fans. Turns out the answer we were looking for was right at the fans’ fingertips. Literally. Everybody who has eaten Cheetos knows how they leave that delicious orange dust—which Cheetos officially named Cheetle®—on the fingers. So we created our own real-Cheetos-fan detector by developing a technology that recognized Cheetle on people’s fingers. To get access to the new collection, all fans needed to do was show their Cheetle-covered hands to the camera of any device—something shopping bots simply can’t do. With 3.93 billion PR impressions, the innovation helped thousands of Cheetos fans - and only Cheetos fans - get their Cheetle-covered hands on our fashion collection. Based on the initial success, Cheetos will be rolling out CheetleiD for future fashion collaborations, new product drops and even exclusive access to live events.

2022 Awards

Total Points: 9



Goodby Silverstein & Partners / San Francisco

Art Director

Fabio Leite Santoro


Pedro Furtado

Chief Marketing Officer

Rachel Ferdinando


Ran Craycraft

Account Director

Clarke Gieseke

Account Manager

Daney Ramirez

Assistant Account Manager

Tysjah Pitchford

Associate Creative Director - Art

Ricardo Matos

Associate Creative Director - Copy

Otto Pajunk

Associate Director, Digital Activation

Kate McPhee

Associate Director, Planning

Amanda Willison

Brand Manager

Lauren Creed

Brand Director

Melody Macaluso

Brand Strategy Director

Gabriella Dishotsky

Client Lead

Susanna Earnest

Comm Strategy Director

Caitlin Neelon

Group Account Director

Chris Nilsen

Group Brand Strategy Director

Ralph Paone

Manager, Digital Activation

Brian Beckwith

Senior Communications Strategist

Drew Forrest

Software Engineer

Daniel` Reinoso
Jermaine Rattray
Matt Kenefick
Wessel Koorn

SR Brand Director

Jessica Spaulding

SR Vice President Core Brands

Stacy Taffet

Sr. Director, Digital Activation

Ashley Silver

Sr. Director, Planning

Katelyn Muchowski

Tech Lead

Kevin Ng

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