Under the statement “Failing is Brave”, as well as understanding and connecting with a generation that is not afraid of failing, Doritos comes to value all young people who are encouraged to go after what they want, without fear of stumbling in the path. A path that is usually full of challenges and difficulties, but also experiences, self-discovery and learning.
This is how the Isla agency and the Doritos brand worked on a communication campaign that raises the flag of courage and removes the pressure to fail. Because, doesn’t someone who dares to go in search of what they want and fails have more merit than those who don’t fail because they don’t dare to try?
“Failure has taken on a new meaning for Gen Z, who, unlike their predecessors, does not define failure as the opposite of success, but rather as an experience and an opportunity to learn, improve, grow, and get one step closer. to your goal. That is why at Doritos we decided to evolve our concept of boldness seeking to generate a deeper connection with the generation, taking the role of promoter and ally to motivate young people to dare to try and not be afraid to water it down, recognizing the value that it entails. trying and the value of being wrong. That is why, for Doritos, failing is for the brave,” said Eduardo Córdoba, Senior MKT Director of the Doritos brand.
The production was in charge of the production company Rebolucion and was directed by Watta Fernández. For their part, Rodrigo Grau and Ariel Serkin, commented from lsla: “Succeeding is not only a pressure for adults, but unfortunately it is also for the youngest. So it was that we decided to reach out to them with a campaign that brings a different point of view regarding failure, that highlights the value of those who allow themselves to fail, in a world that presents us with many challenges and setbacks ahead. A world for which we must be prepared to get up and move on.
The campaign will be active in different months of the year in more than 10 markets. Below is the technical sheet of the campaign.
“FAILING IS BRAVE”
Advertiser: PepsiCo.
Product: Doritos.
Agency: Mexico City Island.
Chief Creative Officer: Ariel Serkin, Rodrigo Grau.
Chief Strategy Officer: Mariano Serkin.
Managing Director: Victoria Clucellas
Creative Director General: Mariano Gamba and Rodrigo Greco.
Creative Directors: Leandro Ezquerra and Rulo León.
Grouper PM: Karen Cortes.
Project Manager Sr.: Daniela Galindo.
Head of Production: Coqui Gimenez Uriburu.
Producer: Francis Pena.
Head of Media: Victoria Clucellas.
Head of Design: Alejandro Stea.
Producer: Revolucion.
Director: Watta Fernandez.
Head PR: Romina Zollo (Lung)
DF: Farhad Ghaderi.
Executive Producer: Mercedes Guereño and Ivan Lomeli.
Producer: Patricio Lopez.
Creative Assistant: Pablo Tanno.
Post Production Coordination: Juliana Sánchez.
Publisher: Mark Martinez.
Sound Mix: Silence.
Color Correction: Ana Escorse of Studio Feather.
Post production/VFX: Bitt Animation.
Online: Bitt Animation.
Band: Papa Music.
Responsible by advertiser:
SVP & General Manager Savory Business Unit: Hernán Tantardini.
Brand Director: Eduardo Cordoba.
Sr. Brand Manager: Andrea Moreno.
Sr. Coordinator: Naian Del Moral.
Analyst: Alejandro Cortes.
Insights Manager: Marco Hernandez.
Marketing Assoc Manager LATAM: Odette Delgado.
Production by the advertiser:
Solomon Levi, Melissa Hernandez Vega, and Missael Arias.
Available on YouTube: https://www.youtube.com/watch?v=-z0R_QdFBc8