We gave frozen chips a Creative Director — and broke the internet while we were at it.
ROLE
Lead Creative
McCain has built their brand around one consistent message — We Are Family. But this has only served to alienate their younger audience. Our challenge was to engage Gen-Z with a provocative idea that got frozen chips back in their freezers.
To get their attention, we needed a story that would grab the headlines. And the headlines at the time were being dominated with stories of major brands getting a celebrity Creative Director.
Which got me thinking — what if oven chips had a Creative Director?
“There's something very disturbing about it.”
Talk TV
