Cheetos Giants
Cheetos Giants
To launch the new Cheetos Giants in Spain, we created a digital and OOH campaign that focuses on their new attribute:
their “huge” size. Starting from the claim “Size matters”.
Observation: 2020 has been a very different year: we’ve had to adapt to an abnormal situation and an infinite list of restrictions.
Idea: The new Cheetos Giants are as big as our desire for everything to go back to normal.
As big as our desire
f
or normality.
Over a month period, we gave life to dozens of creative and insightful copies targeting Gen-Z and their different desires. The campaign ran in the main square of Madrid “Plaza Callao” – each day with different creativities comparing the size of Cheetos Giants to the size of our desire for normality – and in the streets of Barcelona, as well as digitally, over social media, and through influencers.
Out of home creativities – Here’s a bunch of general OOH creativities that were displayed over one month in Plaza Callao and everywhere around Spain.
“As big as the hug we’re going to give each other sooner than later”. Cheetos – Size matters.
“As big as your desire to go back home whenever you feel like it”. Cheetos – Size matters.
“As big as your desire for bars to come back non-stop”. Cheetos – Size matters.
“As big as your desire to meet up with everyone". Cheetos – Size matters.
“As big as the holiday trip you’ll take sooner than later”. Cheetos – Size matters.
Spotify ad – In line with our concept, we also produced a Spotify ad that compares the size of Cheetos Giants to the awesomeness of your playlists.
Digital creativities – Our campaign also ran digitally – with ad hoc creativities – on social platforms such as Facebook, Instagram, and TikTok. Each creativity targeted a different area of interest/desire. In order: Tiktok challenges, party, fashion, Barcelona nightlife, online dating, music, movies and gym.
“As big as your desire to dance to the next TikTok challenge” Cheetos – Size matters.
“As big as the party we’re gonna organise once everything ends”. Cheetos – Size matters.
“As big as your desire to show everyone your new outfit”. Cheetos – Size matters.
“As big as the festival you’re going to once everything ends”. Cheetos – Size matters.
“As big as your desire for some dance moves in the park”. Cheetos – Size matters.
“As big as your desire to go back kissing at the cinema”. Cheetos – Size matters.
“As big as your desire for your date not to be an epic fail”. Cheetos – Size matters.
“As big as your desire to go back to the gym and get fit”. Cheetos – Size matters.
Influencers – We briefed a bunch of famous Spanish influencers to showcase an IG post of the new Cheetos Giants comparing their size to their own biggest desire.
Cheetos Giants commercial: Size matters! Our commercial has one objective in mind: show the size of the new Cheetos Giants. Huge.
Responsive digital ads – We created responsive digital ads that showcased both the commercial and the campaign’s claim.
Campaign summary – Here’s a video summing up our Cheetos Giants campaign.
Credits:
Client: Cheetos
Creative Agency: Miller O'Connor
Creative team: Carlota Serra, Flavia Ventura
Visual Design: Alba Moreno
Media Agency: OMD
