BURN YOUR BOREDOM
Paqui is the dark horse of the snack world. Their delicious chips forego artificial flavorings in favor of natural savor and spice. Despite their variety of unique flavors., all their brand awareness comes from the One Chip Challenge, a viral social campaign that challenged consumers to record themselves eating a single chip seasoned with "the hottest pepper on planet earth."
Consumer Insight:
People do dumb things when they're bored.
creative strategy:
Paqui's bold spice and unique flavors will protect you from being bored out of your mind.
interactive ads
We all have impulsive thoughts. They aren't usually a problem, but if there's nothing else to entertain you, you might start to entertain them. Sit with them for too long and you might do something you regret.
When users hover their mouse past one of these ads (or after a long enough delay), the bar would follow their cursor and reveal the outcome of boredom in each situation.
print ads
Interactive outdoor ad
Human beings would rather experience pain than be bored. It's been established in a number of scientific studies and psychological experiments. This interactive ad would place electric shock buttons in locations where people get bored. Curious onlookers would put the button's claims to the test and press it, receiving a small electric shock (strong enough to be unpleasant, but weak enough to be completely harmless).
Those boredom-susceptible button-pushers are exactly the people who could use a bag of Paqui chips to burn away the monotony of life. So, after they shock themselves, the machine will print them out a coupon for 30% off a bag of Paqui chips.
Art Direction: Reagan Sweat, Parker McDermott
Copywriting: Isaac Ferre