Written by
Lorena Di Mauro
Pubblished
Apr 30, 2025
CreationDose, a MediaTech company specializing in the Creator Economy, has secured second place in the Experience category at the prestigious 2025 BC&E Awards. This recognition comes thanks to the project developed for Doritos, the market-leading tortilla chip brand in Italy and the second best-selling snack brand worldwide, for the Milan Games Week & Cartoomics 2024.
The "Doritos Crunch Cancellation" campaign represents a perfect blend of gaming, innovation, and localized entertainment, supporting the Italian launch of Doritos Crunch Cancellation. This software, dedicated to gamers (among Doritos' main consumers), uses artificial intelligence to silence the crunching sound of chips during gaming sessions. The primary objective of the campaign was indeed to launch and promote Doritos Crunch Cancellation in Italy. The software was trained on over 5,000 crunch sounds to effectively recognize and cancel the noise in real-time, enhancing the gaming experience without sacrificing the iconic pleasure of Doritos.
CreationDose devised a multi-layered cross-channel campaign: Twitch featured 3 branded live streams with Creators Cydonia, Kurolily, and Terenas, who engaged the community and showcased the software's functionality. On Instagram, these talents created video content to narrate the experience and amplify the campaign's visibility. Edicola Radetzky, a historic Milanese kiosk, was transformed into a custom mini gaming room where the public could try the software and receive product samples. At Milan Games Week & Cartoomics, a stand with 4 gaming booths allowed visitors to challenge each other 1v1, test the Crunch Cancellation system, and enjoy Doritos in an immersive environment.
The initiative generated over 3 million interactions, thanks to more than 50 million impressions, an 8.5 million reach, and the involvement of 3 Creators: Cydonia, Kurolily, and Terenas. This result testifies to the effectiveness of the strategy devised by CreationDose, which successfully engaged users and potential consumers primarily at a local level, authentically involving Creators and the community, and enhancing the brand in a dynamic context highly appealing to the target audience.
"Ever since we won the pitch for Doritos' activation at MGW, we felt the project had the potential to be a success, and this award proves it. For this, I thank the Client for the trust shown in a young company like ours. And, above all, I can only be grateful to all the people at CreationDose who, in the various phases, made the ideas become reality," comments Pierfrancesco Petrosillo, Chief Strategy Officer of CreationDose.
"With Doritos, we constantly seek to connect with and enhance the passions of our community," states Francesco Ballerini, Snack Brand Manager at PepsiCo. "The collaboration with CreationDose allowed us to perfectly integrate innovation, entertainment, and direct experience, speaking the authentic language of gamers and strengthening the bond with our audience. This recognition confirms the effectiveness of our communication and encourages us to continue exploring new languages and engagement methods
