Adam T. Bailey

Doritos Viralocity

2010-03-08T21:58:00.036-05:00

This time, your video doesn't need to be good, it just needs to be everywhere. Check it all out here.

Doritos Viralocity isn't just another "submit a video and you could win" contest.

Ok, yes it is. But this time it's not the client or some panel of experts deciding who wins, it's The Internets.

We devised an aggregating algorithm to calculate each video's real-time digital footprint, which is just a fancy way of saying "the most viral video wins."
This program was truly built from the ground up. We took the lead on everything from the taste of the mystery flavor, to the prizing structure, to the algorithm inputs and what contributes to making a video go viral.

Check it all out here.

Tropicana "Arctic Sun"

2010-03-08T21:23:00.003-05:00

The Jeep Maps

2009-11-29T22:08:00.004-05:00

Finalist at Cannes!

Doritos Guru

2009-11-25T22:06:00.020-05:00

Paying Kids to Do Our Job.

The campaign video can be seen here.

Or you can read on...

Really, there was no sane reason for us to abandon our successful Doritos advertising strategy. We were making good ads and the chips were selling like mad. But teens are a fickle bunch and anyone who survived high school knows that last year’s hype has a short shelf life.

So we blew it up. We stopped shouting and handed the megaphone to our audience. They would name the new flavour. They would make the new ads. And in return, we’d share the profits. And it worked.

In under a month we received over 2000 spots, making it the most successful user-generated video campaign in the world.
doritosguru.com received over 1.5m unique visitors.
The winner continues to receive 1% of sales (that’s six figures a year).
The new flavour moved into the top selling slot.
Industry recognition from Cannes, LIA, ADCC, The Cassies, Digital Marketing Awards, AdWeek, and more.

Here’s how we got the word out.

Battle-Slugs & Wedgies

2009-03-01T13:04:00.008-05:00

The latest campaign for Diet Pepsi.

Traditional TV + Midget Viral = Buzz

2008-10-29T19:00:00.002-04:00

A Bollywood-style campaign for Doritos.

The Challenge:
A Doritos client who wants to get the word out about their new flavor but lamely demands the bulk of the budget be spent on traditional broadcast tactics.

The Solution:
Hire a big-time director to film us an award-winning campaign, and then grab a camera, track down a famous dancing midget and a ping-pong table and shoot a couple of web videos ourselves.

The Result:
Buzz. Hundreds of comments. Zillions of hits. Fan pages. And parody videos (my favourite part).

Spot 1:

Spot 2:

Spot 3:

Viral 1:

Viral 2:

Some parodies...

And Then There’s Lime…

2008-10-29T18:58:00.001-04:00

Another ad in our “Three Sides” Doritos series.

There’s No Money To Shoot TV, So Let’s Shoot Some TV

2008-10-29T18:52:00.001-04:00

A low-budget campaign for the Pepsi Access program.

The Challenge:
A Pepsi client who wants to create buzz around their music promotion but is all out of money for broadcast production.

The Solution:
Imbed MP3 players in subway posters allowing passengers to plug in and listen to unreleased tracks from top artists (well, Canada’s top artists).
Oh, and since the client had bought and paid for TV media, we shot and directed some tv ourselves.

Man Fuel for Campell's Soup

2008-10-29T18:37:00.003-04:00

This is an idea that we loved, and that the client loved, but which died a slow death at the hands of budget cuts.

The Challenge:
Shift the perception of Campbell’s Chunky soup from “an easy lunch for women and men with thin wrists” to “a hearty meal for a real man.”

The Solution:
Build a motorcycle that runs on Chunky soup. Because if Chunky can power a real chopper, it can definitely power a real man.
We commissioned bike builders, engineers, scientists and designers to build The Chunky-powered Chopper.

The idea was too big to live in the constraints of a thirty-second commercial, so we began developing it as a full-blown reality tv show.

We partnered with The Discovery Channel Canada to produce our Man Fuel program in the style of popular reality series like American Chopper and Mythbusters.

Once complete, the Chunky Chopper was to go on a promotional tour of motorcycle, car, science, and culinary shows.

And then the budget evaporated and we went back to working on our resumes.

Miscellaneous Stuff

2008-10-29T18:03:00.002-04:00

Here's some of my latest print and ambient work.