2020 Winner

CASE SUMMARY

To successfully launch Doritos Dinamita in Canada, PepsiCo needed to reach a
younger target that typically dislikes online advertising (two-thirds of 18-to-24-year-olds say they prefer ads they can skip). So instead of a typical commercial, it made a long-form music video to let consumers know the new brand was just like Doritos, but rolled into cylindrical shapes. To bring attention to the chip format, BBDO constructed a full-scale pan flute made entirely of Dinamita (whose tagline is “Flavour you can hear”) and had an actor use the instrument to perform a cover of the 1992 hit single “Informer.” The campaign launched during 4/20, earning more than one million views in the first 24 hours. And even though it was served as skippable pre-roll, viewers watched the video for an average of one minute (over 700% longer than the average pre-roll watch time).

Credits

Creative Agency: BBDO Toronto, Canada
Chief Creative Officers: Todd Mackie, Denise Rossetto
VP, Associate Creative Director: Derek Blais
Art Director: Brendan McMullen
Copywriter: Jacob Pacey
SVP, Planning: Tom Kenny
VP, Group Account Director: Jennifer Christen
Group Account Directors: Melanie Ball, Sonia Ruckemann
Account Director: Connor Ofield
Account Supervisor: Anton Savytski
Account Coordinator: Jessie Durand

Production Company: Flare BBDO
Executive Producer: Dave Lembke
Director/Producer: Paul Fler
DOP: Michael LeBlanc
Editor: Sammy Ray Welch

Audio House: TA2
Audio Producer: Christine Leslie
Audio Production: Autoerotique

Media Agency: OMD
Group Director of Strategy: Jennifer Weston
Media Supervisor: Marc Thomson
Assistant Strategist: Tekayah Edwards
Assistant Strategist: Emma Ornelas

Client: PepsiCo
Senior Marketing Director: Shirley Mukerjea
Associate Marketing Manager: Kush Gandhi