Doritos partners with ReachOut in new campaign from Vayner Media
Pepsico snack brand, Doritos, has continued its partnership with youth mental health organisation, reach out, encouraging Gen Z to take action on their mental health, in a social and out of home campaign created by Vayner Media.
The campaign introduces brand character Chippy, an up-and-coming young comedian with a Doritos chip for a head.Through the outlet of his standup sets, Chippy navigates the ups and downs of modern life – from dating to identity to self-worth.
Spearheading the campaign is a new brand film that drops the audience into the middle of one of Chippy’s stand-up sets, right at the moment where the comedian feels bold enough to open up in front of a live audience. He goes on to share a series of comical anecdotes that illustrate the positive effects of using the ReachOut platform to help him cope with different life situations and the mental health challenges he’s faced with.
Doritos positioned the campaign as subverting the trope of the oversharing TikTok comic that populates Gen Z for-you-pages. The strategy is for Chippy’sbold look and relatable story to cut through and help lead a cultural shift from mental health awareness to action amongst young people in Australia.
“Doritos is all about being bold, and talking about mental health is one of the boldest things you can do,” said Vandita Pandey, CMO of PepsiCo ANZ. “There’s a significant gap between awareness and action when it comes to mental health and Gen Z, so we needed to do something different to cut through – and what better way than turning the iconic Doritos chip into such a distinct, fun and relatable character. Seeing Chippy share his story with the bold vulnerability that typifies stand up comedy is something we truly hope will inspire young people to be bold and reach out for their own mental health.”
Shot as a real stand-up set in Sydney’s inner west, the film was developed using motion capture technology, to help bring Chippy to life. Care was taken to ensure the ‘chip head’ itself was constructed using only the real shapes, colours and textures of a Doritos chip.
“Earning Gen Z’s attention and inspiring action when it comes to an issue as important as mental health is a challenging but incredibly inspiring brief. They’re a generation that speaks to mental health with a remarkable mix of openness, candour and humour, which naturally led us to the world of stand up comedy. Chippy’s disarming ability to navigate this world with originality and authenticity reflects the great collaborative partnership we’ve shared with Doritos and ReachOut in bringing this character and important message to life,” said Yash Murthy, group creative director of VaynerMedia Australia.
“More than 1 in 3 young people in Australia are currently experiencing a mental health difficulty. And, more than 1 million of them are not accessing professional support. These stats demonstrate the fact that young people face a range of barriers when it comes to seeking help for mental health concerns, and one of those barriers is stigma. Having such a well-loved brand stand up for this important issue and engage with young people in a way that is non-intimidating and meaningful to them provides a huge opportunity to connect young people across the country with the mental health support they need,” added Tracey Campbell, director of market and fundraising at ReachOut.
The campaign launches across social media, out-of-home advertising, and through a personalised interactive online portal to engage audiences in conversations surrounding their own mental health journey.
Credits
Client: Pepsico
Agency: Vayner Media
I think this ad is amazing!! who ever thought of it was brilliant but the star of the ad is the actor, he truly makes this role and I am so impressed. I hope he gets credit for giving it such a connectable performance.. I wish I knew who the actor was to follow his other performances.
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