Extra Flamin' Hot

A CREATIVE OOH EXPERIENCE

Sweating Billboard!

The Challenge

Doritos sought to launch their new Extra Flamin’ Hot flavour with a bold campaign that played on their tagline of “making you sweat.” To amplify this concept, they aimed to create a memorable OOH activation that would embody the theme of sweating. Partnering with Ashley Roberts as part of their larger “trendsweater” campaign, the goal was to craft an impactful real-life moment that resonated with audiences and brought the tagline to life.

Location Truman Brewery, London

Duration 3 Days

Objective Product Launch

A large 11m x 7m billboard with an integrated water feature at East London’s Truman Brewery at night. The poster includes a picture of Ashley Roberts holding a bag of new Extra Flamin' Hot Doritos as she poses. The image has been taken at night and there is a purple line glowing in the image.

Doritos technical drawing for the sweating billboard. The image shows the exact measurements and scale of the installation.

A large 11m x 7m billboard with an integrated water feature outside East London’s Truman Brewery. The poster showcases Ashley Roberts holding a bag of new Extra Flamin' Hot Doritos, posing in front of a design that appears to "sweat" due to water running down the surface.

A close up image of the Doritos billboard at the Truman Brewery. The close up image showcases the new flavours with 3 packets of crisps each with the same purple branding on. There is water running down the bottom of the billboard and it reads 'eat the heat. Own the sweat'.

The Execution

We designed and installed an eye-catching 11m x 7m billboard with an integrated water feature at East London’s Truman Brewery. This centerpiece was crafted to captivate attention with its innovative engineering: hidden water mechanisms created a cascading effect, simulating sweat in specific areas of the image and falling down the billboard. The billboard featured Ashley Roberts striking a bold pose with her arms raised and the water feature enhancing the visual impact of her “sweat.” Alongside the installation, Ashley Roberts made a live appearance in front of the billboard during the activation. She posed for photos, captured images and recorded videos of the billboard “sweating,” which she shared across her social media channels.

Ashley Roberts is standing outside in-front of a large Doritos billboard, posing in a 'Trend Sweater' t-shirt. She is pointing at herself on the image of the poster while taking a selfie with her phone.

The Outcome

The sweating billboard sparked significant buzz both online and offline. Social media lit up with reactions as Ashley Roberts unveiled the campaign in real-time during the live event. The activation gained traction across platforms, further amplified by additional Extra Hot billboards placed around London. The innovative execution of bringing the sweat to life successfully embodied the launch for Doritos’ NEW Extra Flamin’ Hot flavour!

A large 11 x 7m billboard with an integrated water feature at East London’s Truman Brewery. The poster is covered with purple material that reads 'Dripping Soon.'

Ashley Roberts standing outside in-front of a Doritos billboard, posing in a 'Trend Sweater' t-shirt. Someone is taking a picture of her as she poses in front of the billboard.

A large 11m x 7m billboard with an integrated water feature at East London’s Truman Brewery. The poster includes a picture of Ashley Roberts holding a bag of new the Extra Flamin' Hot Doritos flavour as she poses. There are people walking past the billboard looking towards it.

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