2024 Winner

CASE SUMMARY

For over a decade, Doritos has launched a new limited time flavour offering (LTO) every summer. Year after year, however, the competition has become steeper, with more innovation in the chip aisle than ever before. So much so, that their Gen Z target has started to see them as #basic. To get consumers’ attention and increase LTO trial and awareness by +10% for its new LTO, Doritos All Dressed, the brand needed to be as bold in its launch as the flavour itself.

With the introduction of Doritos All Dressed, a chip with everything flavour-wise (All Dressed!), they wondered if they could launch it in a way that boldly tapped into some of Gen Z’s “everythings”: gaming, fashion, and exclusivity. Knowing that Doritos is the #1 snack for gamers, they saw an opportunity to infiltrate this passion point with fashion and “dress up” the most ignorable part of gaming, non-playable characters (NPCs).

They created All Dressed NPCs; the first fashion drop you can’t wear. First, they partnered with skate-couture fashion designer MRKNTN to create five looks inspired by Doritos All Dressed. They then partnered with pixelhunters to recreate the collection digitally on five diverse Fortnite NPCs, and build them a custom, fully playable world
to live in.

The campaign started with a tease for the Doritos x MRKNTN collab. With the hype building, they revealed the collection with an epic two-hour Twitch live event, with streaming partner NickEh30. Then, the All Dressed NPCs met the real world, through a custom 3D billboard in Yonge and Dundas square, developed in partnership with Astral. Gen Z could explore the collection at DoritosNPCs.ca, with full 360 views and breakdowns of every piece in each look.

The campaign continued everywhere Gen Z was, with influencers on TikTok and video on Instagram and Youtube. From the start, fans wanted the collection to be real. Badly. So, in the end, they brought the Doritos x MRKTN jacket to life, and shared it with just one fan to show it off.

This bold effort paid off. Their sales increased by 36% and brand lift studies indicated a strong awareness rate, with over 70% of respondents aware of All Dressed Doritos.

Their Twitch event chat experienced a 325.9% engagement lift against average benchmark, viewership exceeding the average benchmark by 279%, and total minutes watched exceeding average benchmark by 619.8%.1 and their PR coverage garnered 18.8 million impressions on 178 outlets vs. the goal of 7.4 to 10.3 million.

Perhaps most importantly, their target engaged with the brand like never before — averaging at 30 minutes playtime, which is 5 x more than the average — earning us eyeballs and brand affinity with a target whose time and love is hard to come by.

By combining Gen Z’s favourite things with a trademark Doritos twist, the first fashion drop they couldn’t wear became something they couldn’t miss.

Credits

Doritos NPCs Credits
Agency Network: BBDO Worldwide
Holding Company: Omnicom Group
BBDO Canada

Creatives
CCO: Max Geraldo
Derek Blais: SVP, Executive Creative Director
VP, CD: Mike Schonberger
ACD: Jake Bundock
Art Director: Mike Schonberger, Jake Bundock
Copywriter: Mike Schonberger, Rick Kang

Accounts
SVP, Client Partner: Jennifer Jones
Account Director: Lauren Gibson
Account Supervisor: Madison Bryer
Account Supervisor: Margaret Han
Account Supervisor: Alex Misik

Strategy

CSO: Sarah Henderson
Strategy Director: Isabel Chalmers
Social Strategist: Naomi Belay
Production
SVP, Operations and Delivery: Jason Dick
Executive Producer: Fernanda Rodrigues
Project Manager: Nathan Mayuga
SVP, Head of Integrated Production: Beatrice Bodogh
Post Producer: Denise Shearer
Audio Production Manager: Mike Rosnick

Game Development: Pixel Hunters
Name - Role

Claudio Lima - CEO, Co-Founder
Bernardo Mendes - CGO, Co-Founder
Rodrigo "Clebito" Mancini - Project Lead, Co-Founder
Anderson "Droust" Reis - Project Lead, Co-Founder
Henrique "Sharshock" Mancini - Project Lead, Co-Founder
André "Alone" Fabiane - Project Manager
Lucas "Boney" Dias - Visual and Mechanics Designer
Felipe "Fell_TW" Souza - 3D Model Designer & Animator
Marcell Borges Mota - 3D Character Modeler
Jeferson Porto Bergmam - 3D Object Modeler
Matheus Pereira Cassani - 3D Object Modeler
Leticia Pereira - Project Lead
Gabriela Costa - Creative Lead & 3D fashion
Leonardo Laurindo - Tech lead
Jonathan Brito - 3D Modelling
Cláudio Marques - Texture Artist

Client Partners
Lisa Allie – Senior Marketing Officer
Jacqueline Tan – Brand Marketer
Meghna Mehrotra – Brand Marketer

Media:
OMD
Business Director: Jennifer Weston
Sr Strategist: Irini Patsalides

PR:
Citizen Relations
Account Director: Kristen Schaffrath
Sr Account Manager: Sara Hoffman
Praxis
Account Director: Alexandra Wilson
Account Manager: Meagan Smith