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Walkers - "Walkers Deep Ridged" - Abbott Mead Vickers BBDO

  • Walkers Deep Ridged
  • Walkers
  • Walkers
  • Abbott Mead Vickers BBDO
  • United Kingdom
  • Go Big or Go Home
Product CategoryFood
Date of First Broadcast/PublicationApril 2014
Media TypeWeb Film / Viral
Length103 Seconds
Production Company ACNE
Media Agency OMD
Post Production Acne
Audio Post Production Acne
Interactive Design Acne
Art Director Tim Riley
Copywriter Tim Riley
Director Henrik Sundgren
Production Company Producer Ben Clark
Production Company Producer Barty Dearden
Production Company Producer Niclas Bergström
Account Planner Lilian Sor
Agency Producer Ian Whittle
Agency Producer James Rowley
Agency Producer Jessica Savory
Agency Producer Maebh Kelly
Agency Producer Hayley Williams
Account Manager Tom Shattock
Account Manager Anna Taylor
Account Manager Ned Paterson
Media Planner Benjamin Cooper
Advertising Manager Peter Charles
Advertising Manager Sam Hinchcliffe
Advertising Manager Tom Durrant

Story

'Go Big or Go Home', a multi-platform immersive video experience, could win you up to £50,000. Walkers Deep Ridged, personified by the game's fictional host Lester Leycroft, invite you to trade your pack of crisps for the opportunity to win £5, then £25, all the way to the grand prize of £50,000.
When you enter your on-pack code into the game's bespoke website, Lester, "a man without fear", introduces you to the game and presents you with the choice to either "Go Big" and potentially win big, or "Go Home" with your cash and avoid losing everything. Lester encourages "going big" at every stage, goading players to be brave and scolding those who conservatively retire "home" 

Concept

AMV BBDO, in partnership with Initials Marketing, has created an original digital campaign for Walkers, aiming to drive sales and awareness by getting young males to buy a pack of Deep Ridged and play ‘Go Big or Go Home’.