Brand | PEPSICO |
Product/Service | CHEETOS FLAMIN' HOT |
Entrant | DDB DUBAI, UNITED ARAB EMIRATES |
Category | Illustration |
Idea Creation
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DDB DUBAI, UNITED ARAB EMIRATES
|
Media Placement
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OMD Dubai, UNITED ARAB EMIRATES
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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
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 |