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.
Category
Innovation / Branded Content / Entertainment
Annual ID
ADC102_ADV094M
About the Work
In its first-ever national brand campaign, Doritos® and Cheetos® Flamin’ Hot® needed to connect with its growing Gen-Z audience and unleash Flamin’ Hot’s rebellious brand spirit to a new generation. The only problem? Gen-Z doesn’t care about traditional advertising and purposefully ignores it.
Enter Megan Thee Stallion, rap megastar and global Gen-Z icon. The only thing this Grammy-winning artist may love as much as her "Hottie" fanbase? Flamin’ Hot snacks.
To appeal to our Gen-Z audience, the Flamin’ Hot brand teamed up with Megan to create her new full-length, commercially released song: “Flamin’ Hottie.”
But a song this hot needed an even hotter debut. In a first-of-its-kind partnership with Snapchat, we used machine learning and AR to transform Flamin’ Hot snacks into an exclusive streaming platform to watch the dance video.
This was achieved by training a machine learning model to recognize Doritos and Cheetos Flamin’ Hot snacks in real-time, on mobile and through Snapchat – something that until very recently was only possible using a very powerful computer. Over 5,000+ Doritos and Cheetos snacks were entered into the data set used to train the machine-learning model. All fans had to do was open the app and scan their snacks to access the exclusive content.
In the end, we dropped a hot new song on a hot new streaming platform for a hot new audience.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Goodby Silverstein & Partners
PR / Marketing Agency
Ketchum
Production Company
Morton Jankel Zander
Shakermaker
Music / Sound Production Company
Lime Studios
Post Production Company
Company 3
Untold Studios
Whitehouse Post
Art Director
Emily Kucala
Fabio Santoro
Martha Jane Shafer
Copywriter
Jessica Simmons
Pedro Furtado
Rich Forzano
Animator
Jim Chen
Chief Creative Officer
Margaret Johnson
Creative Director
Ben Cronin
Eamonn Dixon
Jens Gehlhaar
Stefan Copiz
Creative Technologist
Shan Jin
Designer
Emily Devery
Fernando Salvador
Director
Tom Kuntz
Director of Photography
Adam Arkapaw
Christopher Probst
Matthew Libatique
Editor
Russell Icke
Executive Creative Director
Alexei Tylevich
Executive Producer
Eriks Krummins
Joanna Manning
Paul Abatemarco
Sara Ward
Sophie Harrison
Susie Boyajan
Tena Goy
Tomek Zietkiewicz
Photographer
Justin Keena
Quinn Gravier
Associate Creative Director
Chase Doutre
Danny O'Connor
Business Affairs Manager
Annie Holmgren
Design Director
Benny Gold
Director of Communications
Ashley Capps
Retoucher
Sam Nordemann
account director
Marissa Ruskin
McKenzie Badger
Molly Navalinski
Account Manager
Caroline Lee
Lauren Berry
Animation Supervisor
Tim van Hussen
Assistant Account Manager
Tysjah Pitchford
assistant editor
Joe Carugati
Assistant Mixer
Collin Thomas
Associate Director, Media Activation
Kate McPhee
Kelly Ward
Associate Director, Media Strategy
Amanda Willison
Josie Stadler
Associate Manager, Brand Communications
Lindsey Smith
Associate Social Director
Erin McCarthy
Brand Strategist
Kelly Kikuchi
Brand Strategy Director
Gabriella Dishotsky
CG Supervisor
Martino Madeddu
Chief Marketing Officer, Frito-Lay
Rachel Ferdinando
Co-chairman
Rich Silverstein
Co-Director of Production
Leila Gage
Color Producer
Blake Rice
colorist
Clinton Stefan Sonnenfeld
Communication Strategy Director
Jacob Sperla
Community Manager
Kyle Davis
Compositing Supervisor
Alex Kulikov
Creature Supervisor
Chloe Dawe
Director of Business Affairs
Judy Ybarra
End Card Graphics and Animation
Logan
Founder
Emma Quigley
Group Account DIrector
Chris Nilsen
Group Brand Strategist
Ralph Paone
Group Communication Strategy Director
Caitlin Neelon
Group Director, Media Strategy
Kim Forrester
Lead Creative Technologist
August Björnberg
Manager, Media Activation
Brian Beckwith
Rachel Jadis
Manager, Media Strategy
Heather Binnie
Marketing Director, Cheetos
Melody Macaluso
Marketing Director, Doritos
Rob Zmitrewicz
Marketing Manager, Cheetos
Dorothy Doan
Kelsey Werner
Marketing Manager, Doritos
Matthew Saegert
McCallen Moser
Media agency
OMD
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Rigging Supervisor
Mauro Giacomazzo
Senior Director of Communications
Sara Scharg
Senior Director, Digital Activation
Ashley Silver
Senior Director, Media Strategy
Katelyn Muchowski
Senior Post Producer
Jr Tuason
SENIOR PRODUCER
Christine Oh
Social Agency
D3
Vayner Media
Social and Concept Director
Kelsey Greer
Social and Digital Senior Director
James Clarke
Social Strategist
Carson Bursey
Sound Designer/Mixer
Joel Waters
SR Brand Director, Cheetos
Jessica Spaulding
SR Brand Director, Doritos
Ciao Correa
SR Vice President Core Brands
Stacy Taffet
Sr. Art Director
Yaiseli Gonzalez
Sr. Copywriter
Scotty Medlinger
Trafficking Manager
Rowena Cuejilo
VFX supervisor
Tom Raynor
Vice President
Anne Flavin
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