Best of 2016 No. 4 Print/OOH/Design: Doritos Creates Flavorless, Crunchless Chips to Encourage Young People to Vote

Brand Partners With Rock the Vote to Boost Voter Registration

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Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 4 in our list of the year's best Print/OOH/Design ideas, Goodby, Silverstein & Partners and Doritos aimed to boost voter registration -- with a bag of chips. In a partnership with Rock the Vote, the Frito-Lay brand removed the flavor and crunch from its famous chips -- and dispensed them from vending machines to those who weren't signed up to vote -- a reminder that if they didn't vote, they had no choice.

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Doritos' latest limited edition pack boasts no flavor, no crunch and boring, grey packaging. But there's a good reason for that -- it's been created to make young people realize the importance of registering to vote.

In a partnership with Rock the Vote, a non-partisan, non-profit organization dedicated to building long-term youth political power, the Frito-Lay brand aims to address the fact that the youth vote in America has decreased by double digits since 1964. According to the U.S. Census Bureau, one in two Americans aged 18 to 24 did not vote in 1964; by 2012, 62% did not vote.

As part of the campaign, by Goodby Silverstein & Partners, people can register from today, National Voter Registration Day, on a microsite to send a bag of the flavorless chips to someone not registered to vote. Doritos also created a vending machine, seen in this video, which offered a choice of Doritos Nacho Cheese or Cool Ranch (red or blue packs) but with an interactive screen that first asked people if they were registered to vote. Those who answered "no" were dispensed a bag of the flavorless chips, with the message that if you don't vote, you get no choice.

Doritos will also join Rock the Vote on a national bus tour to college campuses including in Denver, Madison and Chicago.

Jennifer Saenz, senior vice president and chief marketing officer, Frito-Lay, said in a statement: "This election season, Doritos believes the boldest choice is making a choice, We have always believed every single person can make an impact -- we all have a voice and it's important we exercise that voice and be heard. Our campaign reinforces the idea that if you don't make a choice, someone else chooses for you."

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About

Credits
Date
Sep 26, 2016
Agency:
Goodby Silverstein & Partners
Client:
Doritos
Co-Chairman:
Jeff Goodby
Co-Chairman:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Creative Director:
Samuel Luchini
Creative Director:
Roger Baran
Art Director:
Florian Marquardt
Art Director:
Kyle Lamb
Art Director:
Charles Lee
Copywriter:
Kurt Mills
Design Director:
Chris Peel
Design:
Noah Dasho
Broadcast Producer:
Molly Troy
Director of Broadcast Production:
Tod Puckett
Executive Producer:
Hilary Coate
Business Affairs Manager:
Chrissy Shearer
Photographer:
Quinn Gravier
UX:
Severin Sauliere
UX:
Andre Cardozo
Director of Brand Strategy:
Bonnie Wan
Senior Brand Strategist:
Etienne Ma
Managing Partner:
Brian McPherson
Account Director:
Becca Morris
Account Manager:
Tom Yadron
Account Manager:
Casey O'Brien
Assistant Account Manager:
Maddie Kirland
Print Production:
Noah Dasho
Production Company:
Hey Wonderful
Director:
Nat Livingston Johnson
Director:
Gregory Mitnick
Director:
Peking
Managing Director/Founder:
Michael Di Girolamo
Executive Producer:
Sarah McMurray
Producer:
Sarah McMurray
Director of Photography:
Matthew Woolf
Director of Photography:
Josh Allen
Director of Photography:
Stephen Aldridge
Editorial Company:
Rock Paper Scissors
Editor:
Neil Meiklejohn
Assistant Editor:
Martin Hsieh
Executive Producer:
Helena Lee
Producer:
Amanda Ornelas
Mix:
One Union Recording Studios
Sound Design:
One Union Recording Studios
Sound Designer:
Matthew Zipkin
Executive Producer:
Lauren Mask
Music & Music Publisher:
Still Standing Strong
Music Supervisor:
Todd Porter
VFX:
Ntropic
VFX Producer:
Emily Avoujageli
End Treatment Graphics Company:
eLevel
Director:
Patrick Knoll
Creative Director:
Mike Landry
Animator:
Luke Davisson

See more credits

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