Doritos - The Legion of Bold
Still one of the most fun projects I’ve worked on.
Doritos wanted to build a campaign that was fun, creative and exclusive for fans of Doritos. But not just normal Doritos fans, bold Doritos fans. Oh, we had two days to concept and pitch.
Geoff Olegario, Ben Ramirez and I locked ourselves away and started white boarding. Ultimately, we concepted an exclusive group of influencers who would live in an online group together, get exclusive Dorito's experiences, share content with each other, and carry the Dorito's brand story to new heights. But it wouldn't be enough. Creativity gives strategy traction in the marketplace. We needed to come up with a theme for this group that would make it stand out.
We came up with the Legion of Bold, an ancient and secret society that had controlled the world's greatness since the time of Achilles and Odysseus. "Greatness through awesomeness through boldness" was the motto. We ran with this further than we have for any pitch. I wrote an eight-page history of the Legion of Bold, including famous past "Legionnaires," such as Homer, George Washington and Neil Armstrong. We also created a military-esque ranking for the Legion. Users could rank up by recording themselves performing bold acts, or "Vision Quests," and putting them online. And through the Legion's entire history, the Doritos chip had been the apex of symbolism.
It went deeper. The best part of the group is that you couldn't find it online—it was a secret society, after all. We wanted to create an err like Area 51, so we hired a high school student to create a sketchy conspiracy theory site saying the Legion was real. We gave him a few assets to make it that perfect kind of creepy.
It created a large campaign for Doritos and launched the product that ultimately helped Klout exit.