Campaign Strategy | Art Direction | Character Building | Content Strategy

DORITOS: BE BOLD

Agency: Vaynermedia, Client: PepsiCo

ROLE

  • Identifying the strategic territory

  • Coming up with the big idea and consumer journey

  • Mood boards and character development

  • Scriptwriting

  • Overseeing social assets executions

  • Client presentations 

impact


the challenge

Doritos wanted to partner with ReachOut, a platform that encourages Australian GenZ to reach out and talk to someone about their problems. But how does a chip brand sound genuine talking about the mental health category?

creating a persona

Similar to real comedians on social media, we dropped funny parts from Chippy’s set teasing a full show. We also created an online personality for him with his bio in a vulnerable yet funny TOV and BTS from his sets.

the idea

Standup comedians embody a perfect blend of relatability and vulnerability on stage. We decided to introduce Chippy, a fresh face in the Australian stand-up comedy scene that’s your everyday bloke going through life, with a chip on his head.

By weaving in lots of chip-related puns and dating woes - crumbs are a real dealbreaker, we aimed to relate to GenZ and encourage them to be bold and reach out.