Pringles

Often times routine seems lame. Doing the same thing most days of the week, eating the same quick and tasteless lunch from the closest salad bar, lame. Going home after the gym to a protein shake and a dry snack to “enjoy” while watching Netflix. Don’t get me wrong, all those things can be pretty great, especially if you know how to give your routine a purpose, a reward if I may, something that can make you feel a little guilty, but also give you a lot of pleasure, and what makes it awesome, is knowing that you deserve it.

Digital Storyboard of a commercial concept for Pringles.

Tagline: Half the calories, all the pleasure.

Objective

Create a campaign that is fun, unique, appealing and also promotes a product that shows Pringles' efforts to accommodate to all types of consumers. This campaign promotes a lighter version of Pringles which would have 50% less fat. A product like this has higher chances to be more appealing to consumers who tend to watch their health and diet because it’s a better choice of snack.

Execution

Shoot a commercial showing the Empire State Building transforming into the Pringles can. The imagery I have included here shows key frames of the sequence the commercial would have. The key frames can also be used as a series of sequential prints to be used in magazines and outdoor spaces. This campaign also has the versatility to be global, by transforming other famous landmarks around the world like the tower of Pisa in Italy, the Coit Tower in San Francisco, and others.