Pringles - "The Pringles NPC "

Grey London

Grey London London, United Kingdom

Awards

2565

Brand: Pringles
Country: United Kingdom

Advertiser: Kellogg's

Title	The Pringles NPC
Agency	Grey London
Campaign	Stay in the Game
Advertiser	Kellogg's
Brand	Pringles
Date of First Broadcast/Publication	2022 / 6
Business Sector	Potato Chips, Crisps & Crackers
Philosophy	As part of its Stay In The Game campaign, Pringles and Grey London have launched a new activation offering someone the chance to get paid to work in a videogame as an NPC, a world first opportunity. The campaign, the latest from Pringles Mind Popping brand platform, will invite applications and then select a candidate to appear as an NPC in Train Sim World - the train simulation game available with Xbox Game Pass - as a Pringles vending machine re-filler with a prize of £20,000. To support the launch, Grey London has produced a series of films showing existing NPCs in Train Sim World being less than happy about the fact that a human is going to become an NPC in their game and be paid for it. Those interested in applying are invited to post a creative video or selfie with a Pringles can explaining why they would be the best Pringles vending machine refiller NPC in under 50 words on Instagram, Twitter or Facebook including the hashtag #PringlesStayInTheGame and tag @Pringles_UK Applications for the position open on 20th June 2022 and close on 6th July 2022. All posts must be made public to be entered. Fifty applicants will then be randomly selected and put onto a shortlist, where each will be judged on its creativity, originality, and rationale as to why they will make the best Pringles vending machine refilling NPC. One successful applicant will then be chosen, and their likeness will be virtually reproduced and 3D modelled, so they appear as themselves in Train Sim World from September this year. To encourage further participation, a talking Pringles vending machine appeared at The Green, Boxpark Shoreditch on Tuesday 21st June to interview potential candidates. Over 100 people applied for the role including the ‘comms manager’ from a well known Premier League football club. The vending machine was voiced by multi-award winning stand-up comedian Ian Smith. Footage from the interviews will be released in the coming days on Pringles social channels. The new campaign, developed in association with Dovetail Games and Xbox, is intended to give Pringles an inspirational, credible, and authentic role at the very heart of modern gaming culture, making it the ultimate gaming accessory – an ambition in line with its wider aim to be the official snack brand for all social occasions. It uses social, in-game advertising, live stream on Twitch and OOH plus PR support. The competition runs across Europe, with applications open to core markets of UK, France and Germany and additional promotion in Italy and Spain.
Media Type	Social Media
Length	120 seconds
Advertising Manager	Kelly Rafferty
Advertising Manager	Stephen Duggan
Advertising Manager	Aisling O’Hara
Advertising Manager	David Juvany
Advertising Manager	Roisin Devine
Advertising Manager	Stephen McSweeney
Advertising Manager	Gavin McGuinness
Advertising Manager	Louise Murphy
Advertising Manager	Chris Wildish
Advertising Manager	Fergus Brady
Worldwide Chief Creative Officer	Javier Campopiano
President & Chief Creative Officer	Laura Jordan Bambach
Executive Creative Director	David Wigglesworth
Global Group Creative Director	Christopher Lapham
Global Group Creative Director	Aaron McGurk
Associate Creative Director	Angela Harding
Associate Creative Director	Terry O'Neill
Chief Strategy Officer	Raquel Chicourel
Planning Partner	Lee Barber
Senior Planner	Gilliam Caldwell-Dunn
Managing Partner	Agi Varanyi
Group Business Director	Tamsine Foggin
Account Director	James Kenrick
Account Manager	Danielle Webb
Executive Producer	Nazneen Read
Agency Producer	Jack Pethurst
Agency Producer	India Smith
Project Manager	Daniela De Lisi
Designer	Tyrone Zall
Editor	Ollie Flux
Artwork	Nigel Miller
EMEA partnership lead	Gordon Donald
MIAI brand partnerships Managing director	Claudine Harris
MIAI brand partnerships Partnership manager	Kali Ketchen
VP of Marketing	Keith Anderson
Head of Creative Services	Roxy Francis
Assistant Producer	Catriona Barber
Media Agency	Carat
Planning Partner	Greg Paterson
Client Director	James Morgan
Senior Creation Manage	Lauren Paterson