The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Social Channel / Single Platform
Annual ID
OS22_SM046M
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
Credits
Agency
R/GA / California
PR / Marketing Agency
ProPac / Plano
Media Distribution Company
OMD / New York
Art Director
Alyssa Pauker
Kiana Fernandez
Copywriter
Kate Sheehan
Chief Creative Officer
Tiffany Rolfe
Creative Director
Andre La Masurier
Bernice Chao
Executive Creative Director
Daniel Barak
Marcel Yunes
Rick Williams
Producer
Evan Mottram
Janie Penney
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
Senior Director of Marketing
Stephen Salazar
Team Lead, Media & Entertainment
Edvin Dapcevic
VP, Managing Director, Client Services
Chad Wilson
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