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Doritos Silent

Award: Yellow Pencil

Yellow Pencil / Gaming & Virtual Worlds / Brand Experience / 2024

Award: Graphite Pencil

Graphite Pencil / Media / Use of XR

Award: Graphite Pencil

Graphite Pencil / Direct / Use of XR

Award: Wood Pencil

Wood Pencil / Digital & Social / Use of XR & Emerging Technology

Award: Shortlist

Shortlist / Gaming & Virtual Worlds / Use of Data

Award: Shortlist

Shortlist / Gaming & Virtual Worlds / User Participation

Award: Shortlist

Shortlist / Radio & Audio / Innovation

Doritos tortilla chips are a favourite with gamers globally, providing the fuel needed for long gaming sessions. The problem? Gaming is social, and gamers told us that when with their squads, crunching down the mic caused annoyance, distraction, and – worst of all – losing.
To continue the love affair between Doritos and gamers, we launched “Doritos Silent”, an impossible-sounding (pun intended) feat: the world’s first AI-augmented snack. In a matter of clicks PC gamers could download bespoke software that listened out for Doritos crunches and cancelled them out in real time.

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