Cheetos Vision
Open the game- Brand
- Cheetos
- Year
- 2019
- Objective
- Awareness
- Industry
- Food & drink
- Mechanic
- AR
Objective
Cheetos aimed to position itself as a cultural phenomenon by leveraging the viral trend of people spotting Cheetos snacks that resemble recognizable objects. The 2019 campaign, launched at SXSW, sought to turn this social conversation into an interactive brand experience using artificial intelligence, reinforcing Cheetos as more than a snack—a symbol of contemporary pop culture.
Solution
Goodby, Silverstein & Partners developed an AI-powered mobile app that transformed any photograph or video into a mosaic artwork composed entirely of Cheetos snacks. The machine learning model was trained on thousands of images to analyze pixels and match them to Cheetos shapes, reconstructing the original scene as a stylized Cheetos composition. The free application allowed users to upload photos and videos, creating shareable content that blended snack imagery with visual novelty.
Results
The Cheetos Vision campaign won honors at both Cannes Lions and the ADC Awards, demonstrating industry recognition.
