Winner Status:
Category Winner

Client/Brand: 
Frito-Lay/Cheetos

Agency: 
Dieste, Inc. and OMD

Campaign Summary:
Hispanics have emerged as one of the most critical segments for maintaining and future-proofing market share, particularly in hyper-competitive categories like snacks. In order to reverse declining penetration trends, Cheetos set out to recognize Latinos who are rewriting the rules and honor the undeniable mark they are leaving on society.

Client Credits:
Marissa Solis, Sr. VP

Jessica Spaulding, Sr. Brand Director

Melody Macaluso, Brand Director

Lauren Creed, Brand Manager

Christopher Yemma, Communications Director

James Clarke, Sr. Media Director

Brodie Dunn, Strategic Insights Director

Agency Credits: 
Ciro Sarmiento, Chief Creative Officer

Abe Garcia, Executive Creative Director

Dario Campos, Creative Director

Rodrigo Fernandez, Associate Creative Director

Daniel Vicente, Sr. Art Director

John Costello, Executive Producer

Mandy Collins, Group Account Director

Roberto Hernandez, Director, Digital & Social Strategy

Marialejandra Urbina, Executive Planning Director

Erin Clark, Director, Strategic Planning

Additional Contributors:
VaynerMedia
Ketchum