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 / Direct
Annual ID
ADC102_ADV114M
About the Work
Sports in the US are very ad focused: 30% of basketball, hockey, baseball and NFL telecasts are ads. But in soccer there’s only one ad break for commercials every 45 minutes.
So how could we keep our snacks top of mind throughout the FIFA World Cup 2022™? We hijacked the tournament by transforming one of the most pivotal parts of the sport into a game for viewers.
Introducing Snack Cards. Whenever a yellow card was pulled, people could win a free yellow bag of Lay’s.® And if the card was red, they could win a free red bag of Doritos.®
A live website was activated as cards were pulled, and fans could claim their chips in real time, engaging with our brand during the whole tournament and using their mobile phones as natural second screens.
Chips ran out within a few minutes after every card was pulled, and those who were too slow to win were redirected to the Frito-Lay® online e-commerce platform, where they could shop for more snacks, improving the brands’ sales.
In the end the campaign managed to seamlessly integrate the distinctive colors of our two most popular snacks into the game in a way that felt fresh and surprising to US viewers. What’s more, the combination of real-life elements, the TV broadcast and the digital world reinvented the way they consumed the tournament. With 224 yellow and red cards, we generated new opportunities to engage with fans.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Goodby Silverstein & Partners
Production Company
The Mill / New York
Post Production Company
The Mill / Los Angeles
Art Director
Guillermo Aliaga Pueyrredon
Maria Sousa Machado
Copywriter
Belen Russomanno
Claire Stokes
Chief Creative Officer
Margaret Johnson
Creative Director
Jeffrey Dates
Eamonn Dixon
Stefan Copiz
Director of Photography
Mike Girandola
Editor
Ryan Burbank
Executive Producer
Moira Mahoney
Sara Ward
Producer
Sarah Brennan-Athas
Account Director
McKenzie Badger
Agency Producer
Jackie Kelly
Business Affairs Manager
Howie Mapson
Content Producer
Cameron Sczempka
Design Director
Tana Cieciora
Director of Marketing
James Wade
Account Manager
Daney Ramirez
Assistant Account Manager
Caleb Mahlungulu
Color Assist
Baptiste Carara
Erwin Pasia
Color Producer
Jackson Winkler
colorist
Frederick Agyemang
Logan Higlen
Communication Strategy Director
Jacob Sperla
Director of Business Affairs
Judy Ybarra
Director of production
Jim Haight
Group Account Director
Chris Nilsen
Live Action Content Coordinator
Montana Drummond
Marketing director
Leticia Barabba
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Shoot Supervisor
Kieran Hanrahan
Sr. Marketing Manager
Naeem Hassen
SVP of Marketing
Tina Mahal
VFX supervisor
Chris Bedrosian
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