Doritos: Play bold

Doritos: Play bold

Challenge: Doritos wants to be thĂ© (chips) brand for youngsters. But how do we become relevant to this hard to reach and critical audience. 

Insight: By fully connecting to their perceptions. We claim a domain that is extremely popular among the target audience: gaming. And we confirm Doritos’ position as the ultimate snack for gamers. Throughout the year we bring the boldness of gaming to the real world. Because reality can use some of that gaming. Our mission is to: #playbold.

Idea: We develop online content within the #playbold theme. We start with the Doritos Gamepad Drive: enabling people to drive a real car with a gaming controller. Influencers will race an actual racing driver in an online video. Afterwards we launch the Doritos Drone Race: 1st person racing in a real gaming environment. Influencers will race drones through a specially made parkour. We ask fans to vote for their favourite in an activation.

Result: 24% sales increase.

DOR_playbold1_case

Selected Works

Oikocredit: AshaBrand campaign

Fitzroy: The sustainable navy rumProduct & Digital campaign

Doritos: VR BattleDigital Campaign

M&M: Share-A-ThonDigital Campaign

Hyundai: The drive-in closetOutdoor & Digital Campaign

BPD: Power of ContentDigital Campaign

A.Vogel: HelpsTV Campaign

FD: Not for everyoneOutdoor & Crossmedia

Quaker: Breakfast bookDigital Campaign

Teva: Sick of the gameDigital Campaign

Kornuit: CrowdcamDigital Campaign

Scotch & Soda: AirbnbCrossmedia & Digital Campaign

Park Broekhuizen: Brand identityBrand Identity & Digital Campaign

LustieProduct

Grolsch: Made with real lemon juiceDigital campaign & outdoor

Doritos: Play boldCrossmedial campaign

Reddy: Mobile appMobile app & digital campaign

KNAB: The figuresCrossmedial campaign

Oikocredit: Made in MalawiCrossmedial campaign

Knab: we work in your favourCrossmedial campaign

Doritos: Street raceCrossmedial campaign

Hyundai Veloster: The viralDigital campaign

Doritos: Jacked driving schoolCrossmedial campaign

Bacardi: Talk to the handDigital & retail campaign

Hero: So why add anything?Digital campaign