Hands-free

Snack innovations rarely make waves in culture. On the other hand, tech innovations have the power to dominate headlines, inspire our minds, and reverberate in culture. To spark intrigue and attention around Cheetos and its core products, Goodby Silverstein & Partners hacked the multibillion-dollar tech industry with a campaign that asked one simple question. Was every instance of hands-free tech built by Cheetos lovers, who just wanted to live their lives with their fingers covered in the brand’s iconic orange dust?