Bigger Than All

Campaign Concept

The campaign introduces Big Chips as a new premium product entering a market dominated by long-established and heavyweight brands.

Despite being new, Big Chips does not position itself as a small challenger, but as a “born big” brand from day one.
The core idea is built on a smart visual contrast.

While many competing products rely on powerful animal names such as Lion, Tiger, Jaguar, and Fox to communicate strength and dominance, Big Chips breaks this formula entirely.

Instead of competing with similar symbols, Big Chips presents itself as the bigger name — to the point where those very animals are shown consuming the new product.

The campaign title, “Bigger Than All”, is not just a slogan but a clear visual statement:
if animals represent power, then Big Chips is what power chooses to eat.

Through this approach, the campaign positions Big Chips as a brand that:
- does not imitate the market
- does not ask for a place among the leaders
- but confidently establishes its dominance from the very beginning