2018 Winners & Shortlists

HEAT UPON IMPACT

Client/BrandPEPSICO
Product/ServiceCHEETOS FLAMIN' HOT
EntrantDDB DUBAI, UNITED ARAB EMIRATES
Type of EntryDesign Craft
CategoryIllustration
Idea Creation DDB DUBAI, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

The Campaign

Cheetos Flamin' Hot is delicious, but it is also really spicy. From the moment it touches your tongue, the heat will spread across your body, creating what we defined as an internal mayhem. This fact led us straight to the executions, where we in humorous metaphors showed how it is to eat Flamin' Hot. It's like throwing a key to a body made of prisoners. Or a rugby ball to a body made out of rugby players. It's going to cause absolute chaos.

Creative Execution

The two executions are both drawn and colored exclusively by hand, over the course of a month. Each character within the two bodies is carefully crafted with intricate, and often humorous details, creating hundreds of small yet endearing stories within the story. This was to stop people and make them really look at the ad to make our point, which is that mayhem will happen at impact.

Indication of how successful the outcome was in the market

The campaign was very well received among the target group. We are currently in the process of taking it to more markets across the GCC, which will include new executions.

Cheetos communication has always had a portion of mischievous fun, so this idea fell directly under this umbrella. The target audience was younger people who do buy snacks, but are always looking for new, and sometimes extreme, experiences. They are not loyal to any particular brand, so we wanted to catch them by showing what would happen to them when they eat the Cheetos Flamin' Hot.

Credits

Name Company Position
Firas Medrows DDB Dubai Executive Creative Director
Zahir Mirza DDB Dubai Group Creative Director
Ramy El Sakka DDB Dubai Creative Director
Ahmed Otaibi DDB Dubai Art Director
Fady Youssef DDB Dubai Art Director
Victor Haffling DDB Dubai Copywriter
Ramy El Sakka DDB Dubai Creative Director
Maram Omran DDB Dubai Group Account Director
Sama Ibrahim DDB Dubai Account Director
Jad Hassanieh DDB Dubai Senior Account Manager
Sanu Raju DDB Dubai Retouocher
Mattias Adolfsson Mattias Adolfsson Illustrator