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Cheers

Chips that unite: how one gesture changed the perception of snacks

Agency: Brain Tank

Description

How Brain Tank unveiled a new campaign that brings people together through chips.

Imagine this: a bag of chips isn't just a snack. It's an opportunity to smile and share joy with friends. That's the idea we brought to life in our new commercial for the Cheers brand.

Our challenge was to create something truly unique that would set Cheers apart from other chips brands. To achieve this, we came up with an original gimmick and a catchy slogan for the commercial.

As we brainstormed ideas, we opened countless bags of chips. These simple actions led us to a profound realization: the need to share and bring joy to our friends.

After hours of creative exploration, we developed a magical gesture that became the campaign's hallmark:
We offer a chip to a friend. Before they understand what's happening, we reveal a second bag of chips, fanning it out like a peacock's tail. Relax, friend, there's plenty for everyone!

This isn't just a visual element; it's an invitation to connect and bond. The gesture is easy to remember and replicate, evoking positive emotions and a sense of community.
Our slogan, "Share! Smile!" is more than just words. It's a call for positivity, communication, and making the world a better place. After all, it's in those moments of sharing that we experience true joy.
Why is this gesture so special?
Because it's simple, understandable, and emotionally resonant. It's memorable at first glance and easy to repeat. Plus, it highlights the core characteristic of Cheers chips — the desire to share them.

Simple things don't always have simple solutions. Yet, it's these simple moments that create lasting memories with friends. We were able to uncover deep meanings in such a common product. And while it's not easy, we love finding unconventional solutions where they seem nonexistent.

This professional campaign titled 'Chips that unite: how one gesture changed the perception of snacks' was published in Ukraine in August, 2024. It was created for the brand: Cheers, by ad agency: Brain Tank. This Design medium campaign is related to the Confectionery, Snacks and Food industries and contains 2 media assets. It was submitted 3 months ago by Marketing S-Cuite: BRAIN TANK of BRAIN TANK MarCom Agency.

Credits

Creative Marketing Communications Agency: Brain Tank, Kyiv,Ukraine
Creative director: Andrii Franchuk
Project Manager: Yevhen Artem’yev
Designer: Serhiy Maksymenko
Designer: Lada Kvitka
PR: Ruslana Kostrytsia

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