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Doritos No Choice
Agency Goodby Silverstein & Partners / San Francisco + Hey Wonderful / Los Angeles + Rock Paper Scissors / Los Angeles + One Union / San Francisco
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Category
Social Engagement / Community Building
Annual ID
OS_SM17026B
About the Work
In the United States, you must register before you can vote, which is a barrier for young voters. So the Doritos brand introduced No Choice, the first bag of chips designed to help boost voter registration. We launched “No Choice” the day of the first presidential debate with an online video that garnered over 4 million views. The bags became available the following morning, on National Voter Registration Day, hidden inside vending machines at colleges across America. If students weren’t registered to vote, the machine would dispense only No Choice bags, with cardboard Doritos inside. By taking away their choice, it showed how it feels (and tastes) when someone chooses for them. Then we helped students register right on the machine. Through our site, people could also send a bag to a friend who wasn’t registered. Results: 1 billion media impressions and registrations through Rock the Vote—the campaign partner—increased by 61 percent.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Production Company
Hey Wonderful / Los Angeles
Rock Paper Scissors / Los Angeles
One Union / San Francisco
Ntropic / San Francisco
Goodby Silverstein & Partners / eLevel / San Francisco
Animator
Luke Davisson
Art Director
Florian Marquardt
Kyle Lamb
Charles Lee
Chief Creative Officer
Jeff Goodby
Rich Silverstein
Margaret Johnson
Creative Director
Roger Baran
Sam Luchini
Mike Landry
Designer
Chris Peel
Noah Dasho
Director
Peking
Editor
Neil Meiklejohn
Martin Hsieh
Photographer
Quinn Gravier
Producer
Michael Di Girolamo
PJ Koll
Sarah McMurray
Helena Lee
Amanda Ornelas
Lauren Mask
Emily Avoujageli
Sound Designer
Matt Zipkin
User Experience Designer
Andre Cardozo
Writer
Kurt Mills
Agency Producer
Molly Troy
Tod Puckett
Hilary Coate
Chrissy Shearer
Noah Dasho
Content Strategist
Bonnie Wan
Etienne Ma
Creative Team
Matthew Woolf
Josh Allen
Stephen Aldridge
Music / Sound
Todd Porter
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