Cannes Lions
GOODBY SILVERSTEIN & PARTNERS, San Francisco / FRITO LAY / 2018
Awards:
Overview
Entries
Credits
Description
Meet Cheetos Vision, a mobile app that uses AI to turn anything you see into Cheetos snacks. All users have to do is take a picture or a video. Within seconds it appears as if the entire picture was made out of the cheesy snack, turning your ordinary posts into unique works of Cheetos art. We took an existing user behavior—taking selfies—and turned the resulting pics into something people can’t wait to share.
Cheesy selfies become cheesier selfies. Food pics become tasty Cheetos spreads. And your social feed becomes delicious. Because everything looks better in Cheetos.
The best part is that it’s perhaps the most branded app out there—every photo features hundreds of our product.
Execution
For weeks the team trained the AI until it was able to analyze every pixel of a photo or video, then completely rebuild it in Cheetos.
Then we launched the app at SXSW, the premier tech event of the year, with a funny, tongue-in-cheek campaign featuring big, beautiful user-generated images made of Cheetos, with the line “Shot on #CheetosVision.” Every ad featured the contributor’s name along with their image.
To seed the campaign on social media, we partnered with the Shorty Award–nominated account @BrosBeingBasic. The “bros” did what they do best, posting “cheesy” videos and pics that were made cheesier with Cheetos Vision. The app and the Cheetos Vision hashtag quickly spread to their fan base, and cheesy posts started hitting the web instantly.
Then we turned our social feed into a gallery of our favorite Cheetos Vision images, encouraging fans to become Instagram famous by submitting their shots.
Outcome
Cheetos Vision launched at the 2018 SXSW conference in Austin, Texas. In the first week, it garnered over 300 million media impressions and thousands of downloads. It was also covered by the New York Times, the LA Times, Fast Company, Forbes, ABC, CBS, NBC, DesignTAXI and others.
Even more impressive, the anchors on Fox News used the app to turn themselves into Cheetos snacks. And fans themselves have posted hundreds of Cheetos Visions creations of selfies, food, cats and the world around them.
And even though the app is brand new, Frito-Lay Pakistan, Frito-Lay Australia and Frito-Lay Philippines have all requested to have it adapted for their markets, bringing Cheetos Vision to the world.
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