SUPER BOWL LIV FOR CRUNCHTIME
In preparation for Super Bowl LIV in Miami, our team was tasked to create the campaign for Frito-Lay. We knew that chip sales increased the most in the hours leading up to the Super Bowl, so we decided to hinge our campaign on that key insight, resulting in Live for Crunchtime. Our team worked hand-in-hand with the internal team at Frito-Lay, as they executed the TV spots, and our team executed the OOH around Miami.
LIVE FOR CRUNCHTIME
The Pitch:
Super Bowl LIV began as a pitch project for the entire agency to bring their ideas. Ultimately, my team had the winning idea, both internally, and the winning ideas to secure the pitch and the work for years to come.
Challenge:
Chips had become a bit of an afterthought behind Pizza, wings, and drinks. So we had to breakthrough in a big way, while cementing our partnership as the official sponsor of Super Bowl LIV.
Big Idea:
Throughout sports, fans crave the biggest plays in the biggest moments…we call this crunchtime. Think the helmet catch, the immaculate reception, or the goal line interception. These moments break hearts and secure championships.
Execution:
We created packaging, in-store POS, and Out of Home with clever copy tying back to the location of the Super Bowl in Miami. While the in-house team created a TV spot with some of the most iconic gridiron heroes.
EXPERIENTIAL
Our mission wasn’t complete with our traditional marketing efforts. During the pitch process, our team was struggling to find a wow moment to separate our creative thinking from the competition. We head a massive road block…then we found it…a literal island in the shape of a chip!
We dubbed this island Isla Crunch, as an extension of LIV for Crunchtime. The intention was to take over this island the day before the Super Bowl, located just south of the Super Bowl festivitie, to host a live concert, sampling moments, and more.
Ultimately, Isla Crunch wasn’t activated, but I’m still convinced that this idea helped secure the pitch and secured our agency as the AOR for Frito Lay which was the beginning of a great partnership.
Credits
Client: Frito Lay
Agency: The Integer Group
Role: Associate Creative Director
Year: 2020
Collaborators: Steve Moon, Patrick Crokin, Alli Durak, Jaymie Pavlonis, Drew Sanderson, Clay Knight