Fry Again

A Taco Bell e agência Deutsch Los Angeles convidaram o público a enviar ideias para um “trailer de filme” na ação "Nacho Fries Challenge".

Para executar o desafio, o anunciante pediu aos consumidores que enviassem textos sobre o trailer no Twitter, usando a hashtag #FriesChallenge.

Mais de mil pessoas responderam aos tuítes de Taco Bell sobre a campanha; mais de 1,9 mil curtiram as postagens; e mais de 3 mil responderam a perguntas sobre a roupa e os ajudantes do personagem principal, entre outras decisões para o trailer, de acordo com o Deutsch LA.

O trailer (assista abaixo) mostra a protagonista presa em um loop temporal. "I’m living the same day over and over again", explica a personagem principal. "It’s awesome because I get to do whatever I want – plus Nacho Fries never leave the menu".

Na sequência, um antagonista observa que a mulher está "violando a linha do tempo limitada do Nacho Fries" e envia um personagem para persegui-la, originando uma sequência de cenas de filmes de ação.

O trailer termina com o texto “Fry again”, indicando que o roteiro foi “baseado em tuítes reais de fãs”.

"Exploramos vários gêneros para explorar as Nacho Fries ao longo dos anos, mas este pode ser o meu favorito porque deu aos nossos fãs mais leais um lugar na primeira fila para cocriar uma de nossas maiores campanhas lideradas por consumidores de todos os tempos", defende Tracee Larocca, vice-presidente sênior de criação de marca global da Taco Bell.

Na ficha técnica estão os brasileiros Lincoln Lopes e Felipe Machado, diretores de criação da Deutsch LA.

Ficha Técnica:

Chief Brand Officer: Sean Tresvant
Global Brand Creative Director: Tracee Larocca
Sr. Director, Advertising: Ashley Prollamante
Sr. Manager, Advertising: Amanda Barbosa
Sr. Associate Manager, Advertising: Kristen Powell
Associate Manager, Advertising: Eddy Perezic
Associate Manager, Social Media: Madia Aymerich
Social Media Coordinator: Milo Simpson
Food Consultant: Carolyn Avelino

Agency Credits
Deutsch LA
Creative
Executive Creative Director: Bea Danger
Creative Director: Lincoln Lopes
Creative Director: Felipe Machado
Art Director: Heather Patterson
Copywriter: Bo Belanger

Twitter Users
Brittanee Gorman
CarlosGamez
Elizabeth Nelson
Nicole Price
Jessica Jacobs
Jonathan Yates
Beth Bendl
William Bradford
Ryan Rezvani
Shaina Rochelle
Rosario Fong

Account
Group Account Director: Matt Matzen
Account Director: Kelly Childers
Account Supervisor: Natalie Brock
Account Executive: Cindy Lima
Assistant Account Executive: Daniela Chang

Production
Executive Integrated Producer: Paul Roy
Senior Integrated Producer: Steven Frailey
Integrated Producer: Brittney Hahn
Music Director: Chip Herter
Music Coordinator: Will Eichler

Strategy
Group Strategy Director: Kelsey Karson
Social Strategy Director: Jori Evans
Strategist: Jen Rose
Junior Strategist: Cat Killedjian

Business Affairs
Director of Business Affairs: Gabriela Farias
Executive Business Affairs Manager: Joanna Lee
Business Affairs Manager: Daniel Gerena

Traffic
Director of Broadcast Traffic: Carie Bonillo
Senior Broadcast Traffic Manager: Courtney Tylka
Broadcast Traffic Manager: Ana Barraza

Production
Superprime
Director: Sean Baker
Executive Producer: Charlotte Woodhead
EP / Head of Production: Casey Wooden
EP / Line Producer: Michaela Johnson

Juice Film
Executive Producer: Martin Jacobson
Executive Producer: Carmen Amos
Line Producer: Tina Caldeira

Editorial
Cabin Editorial
Editor: Conor O’Neill
Assistant Editor: Noah Phillips-Edwards
Producer: Gabrielle Page
Managing Director: Suyse Melega

Finishing / VFX
ALT VFX
VFX Production Manager: Jayce Attewell
2D Supervisor: Matt Chance
Colourist: Ben Eagleton
Executive Producer: Chris Fieldhous
VFX Supervisor: Andrew Hellen
Online and MGFX Artist: Joshua Kell
Production Assistant: Carly Rosenberg
Compositor: Sam Sloan
Senior Compositor: Murray Smallwood
Head of Lighting: Jamie White
Flame Compositor: Scott Wilson

Color Grade
Co3 Los Angeles
Colorist: Jill Bogdanowicz: Colorist
Senior Producer, Short Form: Matt Moran
VP, Short Form: Ashley McKim

Mix House
Lime Studios
Engineer: Dave Wagg
Engineer: Jeff Malen
Assistant Mixer: Matthew Conzelmann
Assistant Mixer: Meg Ochs: Assistant Mixer
Sound Design: Michael Anastasi
Assistant Mixer: Collin Thomas
Executive Producer: Susie Boyajan
Representation: Recca Falborn