__ Doritos
Doritos Th3ory
Campaign
Doritos Th3ory was one of those works that practically built itself. We had 3 flavors of Doritos to promote over a 3 day festival. Done.
The 3 sides snack goes on a journey with conspiratorial tones exploring all the opportunities that the number 3 could represent.
concept - art direction - design - set directions - packaging
/the package
The visual construction of the campaign starts with the packaging, they start to work as a key visual for all the other materials. Here, the conspiratorial concept of the message meets the playful contours of new wave aesthetics, which are closely linked to music.
/personas
Doritos Th3ory's personas represent the main musical styles of the festival and bring different expressions to our image board. They were used, along with the package, as the main banners of the campaign at different advertising points.
Exploring the more playful side of the message, other visuals based on the triangle and the number 3 were created to complement and enrich the campaign message, especially in digital media.
/social media_th3ory promo
On social media a free ticket promo was created. To win tickets, users needed to decipher three messages in nosense posts. This represented considerable growth in the brand's social media at that time.
the video
Credits.
Agency: AlmapBBDO
Creative Director: André Gola, Marco Gianelli
Copywriter: Ana Carolina Reis, Marcelo Pignatari, Rafael de Miranda
Art director: Dieter Truppel, Daniel Poletto, Pedro Reis
KV Photography: Ivan Erick
KV Beauty: Paula Vida
Movie Direction: Paulão Bussato
Movie Production: Hungry Man