Failing is for the bold

Doritos

Under the statement “Failing is Brave” and understanding and connecting with a generation that is not afraid to fail, Doritos comes to celebrate all the young people who dare to go after what they desire, without fear of stumbling along the way.

A journey that is often filled with challenges and difficulties, but also with experiences, self-discovery, and learning. This is how the Isla agency and the Doritos brand collaborated on a communication campaign that raises the flag of bravery and dispels the fear of failure.

Disciplines
/ SOCIAL LISTENING
/ RESEARCH
/ BRAND STRATEGY
/ INTEGRATED CAMPAIGN
/ MEDIA
/ OOH (Out-of-Home)
/ SOCIAL MEDIA (SOME)
/ INFLUENCER MARKETING
/ PRODUCTION MANAGEMENT

Collaborators
/ REBOLUCION

Does it not take more merit to dare to pursue one’s desires and fail, than to not fail because one does not dare to try?

Does it not take
more merit to dare
to pursue one’s
desires and fail,
than to not fail
because one does
not dare to try?

“Failing has taken on a new meaning for Generation Z”

“Which, unlike its predecessors, does not define failure as something opposed to success but as an experience and an opportunity to learn, improve, grow, and get one step closer to your goal. That’s why at Doritos, we decided to evolve our concept of boldness to create a deeper connection with this generation, taking on the role of an advocate and ally to motivate young people to dare to try and not be afraid to make mistakes, recognizing the value of trying and the importance of making mistakes. That’s why, for Doritos, Failing is Brave,” said Eduardo Córdoba, Senior Marketing Director of the Doritos brand.”

Impressions
+73% vs plan

720MM

VTR

47.4%

ADD
RECALL

+8.2

Views
+10x vs plan

136MM

CLIENT
DORITOS

MARCH
2023

WE DESIGNED A COMPREHENSIVE CAMPAIGN FOCUSED ON GENERATION Z, USING KEY DIGITAL PLATFORMS. WE IMPLEMENTED SHORT-DURATION FORMATS, IN LINE WITH RAPID SOCIAL MEDIA CONSUMPTION, QUICKLY ESTABLISHING OUR BRAND’S CULTURAL ROLE.

CREDITS Chief Creative Officers: Ariel Serkin, Rodrigo Grau Chief Strategy Officer: Mariano Serkin Managing Director: Victoria Clucellas Executive Creative Directors: Mariano Gamba, Rodrigo Greco Creative directors: Leandro Ezquerra, Rulo León Grouper PM: Karen Cortés Project Manager: Daniela Galindo Head of Production: Coqui Gimenez Uriburu Producer: Francis Peña. Head of Media: Victoria Clucellas Head of Design: Alejandro Stea PR Representative: Romina Zollo Director: Watta Fernandez. DP: Farhad Ghaderi. Executive producer: Mercedes Guereño, Ivan Lomeli. Producer: Patricio Lopez. Creative Assistant: Pablo Tanno. Post Production Coordination: Juliana Sánchez. Editor: Mark Martinez. Sound Mix: Silence. Color correction: Ana Escorse, Studio Feather. Post Production/VFX: Bitt Animation. On line: Bitt Animation. Music house: Papa Music. Client: SVP & General Manager Savory Business Unit: Hernán Tantardini. Brand Director: Eduardo Cordoba. Brand Manager Sr.: Andrea Moreno. Coordinator Sr.: Naian Del Moral. Analist: Alejandro Cortés. Insights Manager: Marco Hernandez. Marketing Assoc Manager LATAM: Odette Delgado. Production: Salomón Levi, Melissa Hernández Vega y Missael Arias.