Lead Agency: Mindshare China
Kids in China dream huge. They love to take on challenges (51.8%) because they dream to stand out (50.4%) and emerge victorious.
E-sports is the youth's arena today.
At least half of Chinese millennials are already seeking glory as e-sports gamers, and this is the opportunity to let the Doritos audience "release their inner bold."
Just like in any game, kids want to beat the boss.
Faker is the super star king of the world's most popular game, League of Legends (LOL). He ranks no.1 globally and is the only person who has won in the world championships thrice. Chinese people call him "the unbeatable monster" – the Michael Jordan of LOL.
And given the ultra-competitive snacking market in China with 200+ brands competing not just for shelf space but also attention, the Doritos brand needed to stand out and be relevant.