For the Bold

BRIEF
Show that Doritos sees the bold in everyone

STRATEGIC PROP
Check your own bias and free people of your judgement

APPROACH
We took the Global asset and paired it with local talent to land our thought-provocation about checking your age and gender biases. Boldness in this context means being ‘you’ without regret or pause for what people might think. But also checking yourself and reducing the bias you have towards others.

Aussie cynicism might’ve nerfed the campaign if we didn’t live up to seeing the bold in everyone, in a real world setting. So we went out and found some real boldness in real Aussies to expand on the brief...which led us to discover the insight that: 3 in 4 Aussie Doritos fans admit to eating Doritos when they shouldn’t have. For a brand that’s always been about boldness, this felt like a bold move we just had to celebrate.

As relatable as they were ridiculous, ‘Streaks of Bold’ was an orange-streaked portrait series that put the messy truth behind Doritos fandom on full display. From wedding expos to OOH placements in front of ballet recitals, our ads were provocatively placed in timely locations around Australia to remind Aussies to stay unapologetically bold when it comes to enjoying their favourite snack, no matter the dusty consequences.