Frito-Lay "Never Gonna Give it Up" Challenge
Project Brief
We partnered with Rick Astley for our"New Year New You" campaign that’s turning the script on how we approach the new year's resolutions. We wanted people to focus on the positive, what they already love and have. The festivities, which kicked off on digital media platforms on Christmas, also include an opportunity for 18 people to win $1,000 each. Plus, we created a "RickTok" challenge on TikTok where fans can duet with Astley himself.
The campaign went viral!
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Over 8 BILLION views on Tiktok
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107MM+ EARNED impressions via coverage in prominent national outlets, including Fox News, Popculture, Newsweek, New York Live and its website, New York Daily News, Foodsided, and Us Weekly YouTube.
My Role
I am happy to say that I was involved from the brainstorming concepts to the latest Tiktok execution. The biggest asset that I had to deliver was the website design using Adobe XD. Through the website design I practice the passion I have for UI/UX Design and made suggestions to our producers as well as listening their suggestions. Another asset I delivered was the vertical end card animations for our spots. I worked with the dream creative team at The Marketing Arm with amazing strategists, producers and account managers.
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Group Creative Director: Marina Cuesta
Creative Director: Matt Johnson
Associate Creative Director: Catherine Castor
Sr. Art Directors: Justin Lloyd and Jasper Dai
Sr. Copywriter: Caroline Brown
Jr. Art Director: Dunya Bulut
During the production of the website, my producers and I made sure we are setting up everything to pass the WCAG (The Web Content Accessibility Guidelines) compliance so there is enough contrast between text and background.
Check out the live website here.
