Creativity

Tostitos' NFL 'Lucky Bags' Link to Snapchat Videos From Teams

Each Video Shows How Team Traditions Made the Bag a Lucky Charm

By Alexandra Jardine. Published on Aug 17, 2017

Editor's Pick

To mark the start of football season, Tostitos has created "Lucky Bags" for NFL fans based on the traditions and rituals of each team.

Bags branded for fans of different teams each contain a Snapchat code that links to a different video showing how the individual packages became a "Lucky Bag" in the Tostitos factory. For example, the Houston Texans' Lucky Bags show how Jadeveon Clowney "motivated" each bag in the factory; meanwhile the Pittsburgh Steelers' bags were made "using the power of the terrible towel" and the Baltimore Ravens' bags get an "elite endorsement" from Joe Flacco.

The campaign is by Goodby Silverstein & Partners. "Every NFL team has its superstitions that players and fans believe will give them a competitive edge. Tostitos Lucky Bags uses these traditions to turn every team bag into a good luck charm," explains Jeff Gillette, creative director, in a statement.

NFL Lucky Bags will be available regionally at retail in team markets starting Aug.14. Additionally, fans can share how they get ready for game day with their own unique rituals using the hashtag #LuckyBags for a chance to be featured on Tostitos' Twitter, Instagram or Facebook channels.

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About

Credits

Date
Aug 17, 2017
Agency:
Goodby Silverstein & Partners
Chief Marketing Officer:
Jennifer Saenz
Client:
Tostitos
Senior Director:
Pat O'Toole
Senior Manager:
Jasmine Artis
Manager:
Kiren Devereux
Senior Director:
Joan Cetera
Director:
Christopher Yemma
Co-Chairman:
Jeff Goodby
Co-Chairman:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Creative Director:
Jeff Gillette
Associate Creative Director:
Kristin Graham
Art Director:
Charles Lee
Art Director:
Louis Xinran Li
Copywriter:
Jordan Dodson
Copywriter:
Alex Maleski
Director Broadcast Production:
Tod Puckett
Executive Producer:
Hilary Coate
Agency Producer:
Nick Sage
Agency Producer:
Adrian Hernandez
Director of Interactive Production:
Margaret Brett Kerns
Interactive Producer:
Severin Sauliere
Director of Brand Strategy:
Bonnie Wan
Strategy Director:
Ralph Paone
Senior Brand Strategist:
Harper Bokum-Fauth
Business Affairs Manager:
Chrissy Shearer
Business Affairs Manager:
Heidi Killeen
Account Director:
Becca Morris
Account Manager:
Lisa Kourakos
Assistant Account Manager:
Maddie Kirkland
Production Company:
Capitol Art
Director:
Timothy Plain
Executive Producer:
Michael Kennedy
Executive Producer:
Ed Ng
Director of Photography:
Ed Ng
Line Producer:
Alrik Bursell
Production Designer:
Doug Freeman
Production Coordinator:
Travis McCall
Editing Company:
Capitol Art
Editor:
Mahoko Kuramsu
Assistant Editor:
Taylor Reifurth
Animation:
Taylor Reifurth
Color:
Sean Wells
Music:
APM
Mix:
M Squared
Mix:
Mark Everson
Flame:
Mark Everson
Finish:
Mark Everson

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