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
Non-traditional & Guerrilla Marketing
Annual ID
OS23_DM104M
About the Work
With its bold taste and iconic flavors, Doritos is a staple snack in the lives consumers—a role that has never been in doubt. However, our yearly Super Bowl presence wasn’t helping the brand break through and create meaning with our core Gen Z audience; their resistance to traditional media in all its forms had left the Doritos brand without a memorable role in their lives, even though the product was thriving. So we turned to our most iconic brand asset, the triangle, with an ambition: Let’s turn every triangle in the world into an ad for Doritos.
To seed the idea that every triangle in the world equals a Doritos chip, we launched with an OOH campaign that turned iconic triangular buildings into Doritos Nacho Cheese chips. The Bass Pro Shops pyramid in Memphis, the Via 57 West building in New York City and the 101 Marietta Street building in Atlanta all became giant Doritos chips to get the world buzzing. Then to make our lofty ambition come to life, we turned to Snapchat, a Gen Z platform with amazing AR capabilities that could turn the real world into something much more interesting. Using machine learning and image recognition, we trained the lens to identify any triangle in the world and turn it into a chip… and we do mean any triangle. Scan any triangle, and you would get access to prizes like free Doritos products and swag, and you’d be entered to win $250,000. That’s enough to get anyone scanning, but on top of our regular prizes and sweepstakes, certain triangles unlocked exclusive Doritos prizes. We partnered with key Gen Z brands with triangular logos, like GUESS Originals and Vivid Seats, as well as with the [MPK2] VMAs to release exclusive prizes on the program.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Goodby Silverstein & Partners
OMD
TMA (The Marketing Arm)
PR / Marketing Agency
Ketchum
Production Company
Masters & Savant
Snapchat
Art Director
Neha Guria
Chief Creative Officer
Margaret Johnson
Creative Director
Eamonn Dixon
Ricardo Uribe
Stefan Copiz
Executive Creative Director
Laura Petruccelli
Executive Producer
Nick Miller
Sara Ward
Associate Creative Director
Otto Pajunk
Ricardo Matos
Business Affairs Manager
Annie Holmgren
account director
Chris Nilsen
Liza Chedrick
Account Manager
Camille LeJeune
Assistant Account Manager
Sara Young
Brand Strategist
Kelly Kikuchi
Brand Strategy Director
Cassidy Wilber
Communication Strategy Director
Caitlin Neelon
Creative Agency
Motive
Director of Business Affairs
Judy Ybarra
Director of production
Jim Haight
Group Brand Strategy Director
Ralph Paone
Managing Partner
Brian McPherson
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Senior Communication Strategist
Jacob Sperla
Social Agency
D3
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