The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Utility / Ecommerce
Annual ID
OS22_IN013S
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: 21
Silver Pencil
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Production Company
Wildebeest
Media Distribution Company
OMD
Art Director
Fabio Leite Santoro
Copywriter
Pedro Furtado
Chief Marketing Officer
Rachel Ferdinando
Creative Director
Eamonn Dixon
Kuba Bogaczynski
Stefan Copiz
Producer
Ran Craycraft
Account Director
Clark Gieseke
Brand Manager
Lauren Creed
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 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 Comm 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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