Cheetos was launching a new product on Super Bowl Sunday. The problem? So was every other major food brand. But while they were pushing people to grab products off the shelf, Goodby Silverstein & Partners let people grab Cheetos right out of the TV screen. In a media-first, the agency got Snapchat to input every frame of the ad into its image recognition software. When a user held the app up to the ad and held down on their screen, the camera could recognise it and unlock free Cheetos.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.