Cannes Lions

DORITOS

ABBOTT MEAD VICKERS BBDO, London / PEPSICO / 2011

Presentation Image
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Overview

Entries

Credits

Overview

Description

Brands have been asking consumers to make their TV ads for some time. But are those ads any good? Our challenge was to run a campaign that would ensure a great commercial at the end of the process. So we created a branded TV show, called King of Ads, that followed the progress of the competition.

Execution

To guarantee the quality of entries, not just quantity, we ran provocative press in creative titles, partnered with D&AD to make our brief the Student Pencil award, and teamed up with the Youth Creative Network to tell every film and art college in the UK.

Personalised DM was sent out to the advertising and film production industry. Mainstream TV and digital, supported by social media, advertised the £200k prize money. Everything lead to an online site where entrants could find licensed resources, watch video tips from industry pros, and, most importantly, check out the competition.

Outcome

Over 3,000 entrants were cut down to just 15, who had to pitch their ads to our celebrity judges including TV broadcaster Lauren Laverne, actor Noel Clarke and MJZ director David Shane.

This was made into a 3-episode TV show, hosted by Channel 4’s Miquita Oliver. The winning entry was decided by public vote, and aired during a peak time slot across major TV channels. The campaign delivered deep consumer engagement, with over five million visitors to the site, over 200,000 shares of content on Facebook and a 26% uplift in sales of Doritos, year on year. The winning entry "Attack on Westminster" had exceptional recall and was recently showcased as one of ITV’s Top 20 ads of 2010 in an independent consumer poll.

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