ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 101st 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

Doritos Duet Roulette

Agency R/GA / California + ProPac / Plano + OMD / New York

Client Frito-Lay

Category

Social Media / Tik-Tok

Annual ID

ADC101_INT049M

About the Work

Doritos Roulette is a special version of Doritos nacho chips, whereby one in every five chips is extremely spicy. Originally launched in 2015, the chips finally returned six years later, in epic fashion, with a gamified TikTok challenge leveraging the popular duet feature on the platform. Similar to Russian Roulette, TikTok’ers went back and forth, eating chips until someone got the hot one first. Igniting over 10 Billion interactions with the brand, along with a lot of mouths. Causing the chips to sell out in just days, reselling on eBay for 10x the original price!

2022 Awards

Total Points: 3

Merit Honor

Credits

Agency

R/GA / California

PR / Marketing

ProPac / Plano

Media Distribution Company

OMD / New York

Copywriter

Kate Sheehan

Chief Creative Officer

Tiffany Rolfe

Creative Director

Andre La Masurier
Bernice Chao

Executive Creative Director

Daniel Barak
Marcel Yunes
Rick Williams

Account Director

Ashton Mitchell

Account Executive

Dana Szul
Devin Fincher

Account Manager

Tessa Baker

Brand Partnerships Manager

Olivia Robin

Director, Commercial Strategy

Alina Clark

Group Account Director

Paul Syzmanski

Group Strategy Director

Casey Samuels

Manager

Austin Kevelson

Marketing Lead

Ermista Grabocka

Sr. Director of Marketing

Stephen Salazar

Team Lead, Media & Entertainment

Edvin Dapcevic

VP, Managing Director, Client Services

Chad Wilson

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