Cheetos: Win What You See by Goodby Silverstein & Partners

Client: Cheetos
Date: Jul 2018
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Goodby Silverstein & Partners’ latest campaign for Cheetos celebrates all the shapes that can be found in a bag of Cheetos. Inspired by the popular Cheetos Museum program and the over 200,000 unique Cheetos shape entries over the past two years, this summer’s program adds a whole new twist. Cheetos has launched a nationwide contest where fans will have a chance to “win what you see” based on the shapes found in their bag of Cheetos. For example, if someone see a Cheetos snack that’s shaped like a guitar, they might be able to win their own electric guitar and concert tickets. If someone sees the shape of a lobster claw they could win a trip to Hawaii for a lobster feast.

To enter, fans will be asked to look for unique and interesting shapes in their bag of Cheetos, then snap a photo and submit to CheetosWinWhatYouSee.com along with their imaginative description of what the Cheetos shape most resembles.

Eight winners will each get their own custom prize package inspired by their submission, and a total of $100,000 in prizes, experiences and merchandise will be awarded.

Credits

Client: Frito Lay Cheetos

Ad Agency: Goodby, Silverstein & Partners

Creative

Chief Creative Officer, Partner: Margaret Johnson

Creative Director: Jeff Gillette

Associate Creative Director: Kurt Mills

Associate Creative Director: Florian Marquardt

Art Director: Jeff Fang

Copywriter: Jonathan Pelleg

Account Services

Managing Partner: Brian McPherson

Group Account Director: Meredith Williams

Account Director: Becca Morris

Account Manager: Molly Navalinski

Assistant Account Manager: Sydney Campbell

Brand and Communication Strategy

Head of Brand Strategy: Bonnie Wan

Group Brand Strategy Director: Ralph Paone

Sr. Brand Strategist: Harper Bokum-Fauth

Communication Strategist: Catherine Kim

Business Affairs

Business Affairs Manager: Heidi Killeen

Production

Director/Editor: Isaak Le

Director of Photography: Cody Towner

Gaffer: Michael Miller

Line Producer: Sarah Kallas

Agency Producer: Austin Kim

Set Design: Athena Studios, California Model & Design Group

Audio Engineer: Nicholas DeMatteo

Audio Engineer: David Michel-Ruddy

Motion/Design: Jason Jobe

Executive Post Producer: John Dutton

Executive Audio Producer: Luke Dillon

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