Cheetos’ The Art of The Crunch
Campaign • Speculative
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Role: Art Direction, Copywriting, Design
Gen Z and Millennials don't treat Cheetos as a snack. They treat it as an ingredient. They're crushing it on ramen, sprinkling it on mac and cheese, and racking up millions of views doing it! So instead of fighting the chaos, we decided to celebrate it with the kind of reverence usually reserved for French cuisine.
Enter "Le Cordon Orange," a fictional culinary institute where Chester Cheetah serves as Dean of Delicious, orange fingertips are mandatory, and Cheetle-covered hands are the mark of a true artist.
The campaign spans radio spots, outdoor advertising, and an influencer mailer designed as a culinary school admissions kit, complete with embossed acceptance letters, recipe cards, a mini chef's hat, and a "Cheetle Mitt."