2013 Results

CAT 23 - Media Innovation - Traditional Media (MI)

BRONZE

Abbott Mead Vickers BBDO (UNITED KINGDOM)

Pepsico, Doritos: "Mariachi"23-00261-MI
 

Agency (& City): AMVBBDO, LONDON

Creative Director(s): MARK FAIRBANKS, THIAGO DE MORAES

Copywriter(s): JEREMY TRIBE, MARK FAIRBANKS

Art Director(s): PRABHU WIGNARAJAH

Production Company (& City): INDEPENDENT FILMS

Film Director(s): THE SNIPER TWINS

Production Company Producer(s): DICKIE JEFFARES

Agency Producer(s): TRISH RUSSELL

SOUND: AMV LAB

EDITING: MARSHALL STREET EDITORS

Description

Doritos has recently been very successful with a younger target market in the UK, becoming part of their sharing occasions; parties etc. The job for the brand this year was twofold: to get a wider audience (20 -45) to understand that Doritos is what makes a party lift-off, and to grow their relatively lowly populated Facebook fanbase and Twitter presence.

So we created a band that would generate a lot of content: songs, performances, singles, albums, music videos and gigs.

The band that behaved in exactly the same way the product does; they brought Mexican fun to the party. This band we called Mariachi Doritos. Their mission was to go to dull English parties and transform them by injecting a Mexican flavour. They did this by taking tired old English classic pop songs and reimagining them in the Mariachi style.

They went on tour, playing live at people’s real parties across the UK; in the flesh and ‘virtually’ in web gigs. It was the first ever Facebook tour.

People would book the band to their gig through the Doritos Facebook page. The band would then either turn up at their door or appear on screen and interact with them virtually. We did 70 gigs in all. And as well as the reimagined old classic songs, we also created bespoke songs for each party host written based on their Facebook profile. The performances could be watched live on Facebook, and were also captured and shared later on Facebook, YouTube and pre-rolls.