DORITOS - “DINAMITA INFORMER”

To successfully launch Doritos Dinamita in Canada, we constructed a full-scale pan flute made entirely of Dinamita and had an actor use the instrument to perform a cover of the 1992 hit single “Informer.” The campaign launched during 4/20, earning more than one million views in the first 24 hours. And even though it was served as skippable pre-roll, viewers watched the video for an average of one minute (over 700% longer than the average pre-roll watch time).