Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 4 in our list of the year's best Print/OOH/Design ideas, Goodby, Silverstein & Partners and Doritos aimed to boost voter registration -- with a bag of chips. In a partnership with Rock the Vote, the Frito-Lay brand removed the flavor and crunch from its famous chips -- and dispensed them from vending machines to those who weren't signed up to vote -- a reminder that if they didn't vote, they had no choice.
Doritos' latest limited edition pack boasts no flavor, no crunch and boring, grey packaging. But there's a good reason for that -- it's been created to make young people realize the importance of registering to vote.
In a partnership with Rock the Vote, a non-partisan, non-profit organization dedicated to building long-term youth political power, the Frito-Lay brand aims to address the fact that the youth vote in America has decreased by double digits since 1964. According to the U.S. Census Bureau, one in two Americans aged 18 to 24 did not vote in 1964; by 2012, 62% did not vote.
As part of the campaign, by Goodby Silverstein & Partners, people can register from today, National Voter Registration Day, on a microsite to send a bag of the flavorless chips to someone not registered to vote. Doritos also created a vending machine, seen in this video, which offered a choice of Doritos Nacho Cheese or Cool Ranch (red or blue packs) but with an interactive screen that first asked people if they were registered to vote. Those who answered "no" were dispensed a bag of the flavorless chips, with the message that if you don't vote, you get no choice.
Doritos will also join Rock the Vote on a national bus tour to college campuses including in Denver, Madison and Chicago.
Jennifer Saenz, senior vice president and chief marketing officer, Frito-Lay, said in a statement: "This election season, Doritos believes the boldest choice is making a choice, We have always believed every single person can make an impact -- we all have a voice and it's important we exercise that voice and be heard. Our campaign reinforces the idea that if you don't make a choice, someone else chooses for you."