"Taking home the top prize, the Grand Prix, is Sips and Bites for its 'Doritos Silent' campaign, which saw it create the world's first AI-augmented snack. Despite being popular with gamers worldwide, Doritos had a problem in that its much-loved crunch disrupts and annoys other gamers subjected to the noise in their earphones. The brand turned this intrinsic snacking gripe into a marketing opportunity, creating the world's first AI-augmented snack that removes every Doritos crunch from every game."
"Spotify wanted to show media planners that it is so much more than an audio platform, that it has video and multiformat ads, that it is interactive, collaborative and highly engaging and that its ROI goes way beyond numbers on a spreadsheet. To break through, it found a way to hack the RFP process and change the conversation... showing media planners and the entire marketing industry why Spotify Advertising goes beyond just plain digital audio."
Sips and Bites won the Grand Prix for Doritos/PepsiCo with 'Doritos Silent', an AI-augmented snack designed to remove Doritos crunch from gaming audio. The AI was trained on over 5,000 Doritos crunch noises, separates voice audio from crunch sounds, and cancels munching in real time to prevent disruption for gamers wearing earphones. FCB New York received the President's Award for its Spotify work, demonstrating that Spotify offers video, multiformat, interactive and collaborative ad formats with ROI beyond basic audio metrics. FCB New York also hacked the RFP process to change how media planners evaluate Spotify Advertising. Additional Gold winners included Jack Morton Worldwide Experience Platforms, Rika for Kensington Mortgages, Union Direct for Scottish Widows, WongDoody for India Income Tax Department, OMD Italy for Barilla Group, and NFL/Nickelodeon/Gamefam.
Read at The Drum
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