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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.

2023 One Show - Direct Marketing

Doritos Crunch Cancellation

Agency TBWA\ESPAÑA / Madrid

Client PepsiCo


Digital & Online / Gaming

Annual ID


About the Work

Doritos has always aspired to be the perfect snack for gamers, but its characteristic crunch can be very frustrating during online gaming.
This is what led us to create Crunch Cancellation, a piece of software that allows gamers to talk into the microphone while eating, without their friends hearing the slightest crunch. Through artificial intelligence, developed based on an NVIDIA library, it is capable of detecting the sound wave that creates those crunching sounds when someone chews, and eliminates them in real time.

2023 Awards

Total Points: 3





Chief Creative Officer

Juan Garcia-Escudero

Creative Director

Charlie Lastra
Pepelu Sánchez

Technical Director

David Sanblas

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