Ruffles new positioning - Let's Have Some Fun

To launch PepsiCo's Ruffles chips new brand positioning Let's Have Some Fun (“Tire Uma Onda” in Portuguese) , and at the same time launch a new product variation “Ruffles Extreme”, we took over the internet with the most fun stuff we could possibly come up with in each of the brand's channels.

My role: Creative / Art Director

🏆 LUSOS AWARDS OF CREATIVITY (PORTUGAL)
Grand Prix in Digital Film | Gold in Digital Film | Silver in Website | I was ranked #17 Art Director
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THE PRANK - DIGITAL FILM AND ACTIVATION
It started with a prank activation in a gas station. Guests were offered the new Ruffles Extreme chips, that are crunchier and make even more noise when bitten. The chips incited a simulated earthquake within the store, causing tremors, flickering lights, and even the dramatic shattering of a glass door to heighten the illusion. It was an Extreme experience like no other.

OUR FUN HUB - THE RUFFLES WEBSITE
The brand's website was totally revamped. From a boring brochure site, into a dynamic, interactive wonderland guided by the charismatic Batatito, our beloved brand mascot that was featured along every product, doing the most unexpected things that related to each of the flavors and variations. The site also featured a full section with memes that you could send friends to and invite them to join the fun - we called it Zoeiroteca, or Prank-brary.