“Young men love the opportunity to prove themselves amongst their peers; Deep Ridged are all about being the biggest and best, so this game hopes to entice them into making big, bold decisions to win some crisps and money!” [AMV BBDO]
The wry humour in the digital campaign for Walkers Deep Ridged crisps is probably appreciated most by women, but if the hyperbole lassoes blokes, well and good.
The campaign is built around a game, Go Big or Go Home, created by Abbott Mead Vickers BBDO and Initials Marketing. The video component is being hosted on YouTube and supported by online banners.
The game’s host, Lester Leycroft, is a fictional character spruiked as a man with no fear. He sets out the rules of the game.
Players enter their on-pack code into the game’s website, created by Acne, to win a bag of crisps. They can then Go Big, ie trade that prize for the opportunity to win £5 or go home…then go big again for £25, all the way to the grand prize of £50,000. Each decision is guided by Lester’s goading to be brave. The campaign consists of a complete multi-device website build, 25 individual videos, an online promotional video, digital banners, on-pack designs and social media content.
Creative agencies:
Abbott Mead Vickers BBDO & Initials
Copywriter: Tim Riley
Art director: Tim Riley
Agency production: Ian Whittle, James Rowley, Jessica Savory, Maebh Kelly & Hayley Williams
Production company: Acne
Director: Henrik Sundgren
Production company producers: Ben Clark, Barty Dearden & Niclas Bergstrom
Post-production companies: Acne & AMV Lab
Audio post-production: Acne & AMV Lab
Digital design company: Acne
