MEET FRANK
Pringles wanted to capture the attention of Europe’s frequently snacking gamers and prove its social powers to the gaming community. We brought the most antisocial character out of a real game and into the real world. He connected with millions of gamers and rose to fame, all before returning to his game for good as a friendlier character. The Pringles-fuelled zombie made it into the top ten most-watched streams globally, trended on Twitter in multiple countries and even generated his own fan art. Thanks to Frank, sales of Pringles increased by 24.7%. The campaign was featured in numerous articles and publications, including AdAge’s coveted list “The 30 Best Ads of the Year” at #10 in 2021.
Our character has since got a permanent seat in gaming culture, as an NPC that helps gamers thrive instead of trying to kill them off like in the past. Meet Frank in West of Dead. Available on Nintendo Switch, PlayStation 4, Xbox One, Microsoft Windows and Mac operating systems. Ads shot by Conor Byrne.
Effie Awards Europe - Grand Effie / Effie Awards Europe - Gold FMCG / D&Ad - Wood Pencil Gaming Brand Integration / D&Ad - Shortlist Gaming Brand Partnership
D&Ad - Shortlist Direct Integrated / AdAge “The 30 Best Ads of 2021” #10 Pringles: Meet Frank / Business Insider "The hit campaign for Pringles that got 450 million media impressions"
Creative Circle UK - Gold Gaming Best Brand Partnership / Creative Circle UK - Gold Digital Best Digital Activation / Creative Circle UK - Silver Gaming Best Brand Integration
Creative Circle UK - Silver Digital Best Conceptual Idea / AdAge "Creativity Top 5 Live Podcast" (#1 in the Pre-Super Bowl week)
Campaign UK "How Pringles’ zombie escape broke rules in gaming and advertising" / Creativity "Pick of the Day" / Campaign UK "Ad of the Day"
Media Week Awards - Gold Best Use of Content over £250k, Silver Media Creativity, Bronze Media Idea £250k - £1m
The Drum Awards for Content - 3 Golds (Interactive Entertainment, Best Use of a Content Marketing Platform, Most Innovative Use of New Social Platforms)
Case Study
Social Film
Social
Breaking through the fourth wall (fifth actually).
For the first time in gaming culture, the 5th wall was broken. The living-human-flesh eater Frank escaped from the gaming world and, after trying Pringles for the first time, was reintroduced to the game in a much friendlier version. If you play West of Dead on any platform today or in 40 years you or your grandchildren will meet Frank there.
With Frank back in the game Pringles officially becomes the first brand to have an ambassador in Purgatory.
Backstage
Creative Direction