In the United States, you must register before you can vote, which is a barrier for young voters. So Doritos introduced No Choice, the first bag of chips designed to boost voter registration.

The bags were hidden inside vending machines at colleges across America. The machines asked students if they were registered to vote. Those who answered “no” received the No Choice bags with cardboard Doritos inside. Because if you don’t register to vote, you get No Choice. Then we helped students register, right on the machines.

Results: 1 billion media impressions. 4 million views. 1 Bronze One Show Pencil. 1 Silver ANDY and 2 Shortlists at Cannes. And Rock the Vote voter registrations increased by 61 percent.

Copywriter: Kurt Mills
Art Directors: Kyle Lamb  //  Florian Marquardt
Creative Directors: Roger Baran  //  Sam Luchini